Unlocking profits by integrating behavioural economics with advanced MMM
By adding behavioural economics to the power of advanced mix marketing modelling (MMM), CMOs are now able to move beyond channel‑level optimisation to design offers, messages and experiences that shifts behaviour and changes outcomes in real time.
Written by Jaco Lintvelt, MD Incubeta SA | 4/23/2026 10:28:00 AM