This guide is built for senior operators who need to act fast in 2026. Each chapter ends with a "what to do this week" callout, and every claim is sourced -- internal Dcrayons engagement data, named vendor reports, or industry benchmarks. No fluff, no vendor promo.
Table of contents
- 1. MMM 2026
- 2. Methodology
- 3. Data requirements
- 4. Robyn + LightweightMMM tooling
- 5. Implementation + governance
- 6. Reading the model output
- 7. About Dcrayons + next step
Who this is for
CMOs + heads of analytics running or buying MMM programs.
How to use it
Skim the table of contents above. Jump to the chapter most relevant to the gap you are working on. Bring screenshots, raw numbers, or your last Dcrayons Score readout to the scoping call -- this guide will not replace the conversation, but it will sharpen the questions you bring.
The Marketing Mix Model (MMM) Playbook ships as a designed PDF with diagrams and worksheets. Request the download via the form on the right; we email it inside one business day.
