Marketing Mix Modeling in 2025: Five Trends for eCom/DTC Brands

As marketing measurement technologies continue to evolve, eCommerce and Direct-to-Consumer (DTC) brands are turning to Marketing Mix Modeling (MMM) to optimize their advertising spend. Marketing Mix Modeling (MMM) enables brands to make data-driven decisions with greater precision than ever before. Here are five key trends shaping MMM for eCom/DTC brands in 2025.

1. eCom/DTC brands have started optimizing campaigns with MMM

Traditionally, brands relied on last-click attribution to measure campaign effectiveness. However, today's MMM solutions allow for campaign-level optimization, enabling brands allocate their budgets more efficiently. According to recent research by Sellforte , eCom/DTC brands using MMM drive 2.9% more revenue with the same budget by optimizing spend allocation across campaigns.

As an example, below is a screenshot from campaign-view of Sellforte’s eCom demo ( https://demo.sellforte.com/ ), which shows the True ROI estimated by MMM (and comparison to GA4’s ROAS and ad platform -reported ROAS), as well as recommended percentage change to each campaign-

2. eCom/DTC brands are now optimizing Budget Pacing with MMM

Spreading spend optimally for each week throughout the year is a difficult optimization challenge for eCom/DTC businesses: there’s no universally correct spend pacing across weeks — every company has unique seasonality patterns, promotional cycles, and demand fluctuations. For instance, a common mistake we see is overinvesting during slow seasons while underfunding critical sales periods like Black Friday.

With MMM, eCom/DTC brands can now determine the optimal weekly budget allocation for each marketing channel. This data-driven approach ensures that spending aligns with demand fluctuations, leading to an average revenue increase of +2.0% with the same budget ( link to study ). Below is an illustration of what optimization outlook can look like for this lever:

3. Free Trials have made testing MMM easy

One of the biggest barriers to adopting MMM has traditionally been the complexity and effort required to implement it. However, modern solutions have streamlined the process. Brands can now connect their data in just 15-30 minutes and receive MMM insights within 1-2 weeks. With free trials available, it’s easier than ever to test and experience the impact of MMM firsthand. Try Sellforte’s free MMM trial here.

4. Last-Click's shortcomings driving eCom/DTC brands to MMM

An increasing number of studies highlight the shortcomings of last-click attribution (see for example link ), making it clear that many brands have been undervaluing their upper-funnel efforts. As research continues to show how last-click attribution overestimates platform-reported ROAS, more eCom/DTC brands are making the shift to MMM for a more holistic, unbiased measurement approach.

5. Next-Gen MMMs Deliver Higher-Quality Insights

The latest evolution of MMM incorporates calibration with experiments and attribution data, significantly enhancing the accuracy of marketing measurement. By integrating real-world experiments and granular attribution insights, brands can now trust MMM results more than ever before. Learn more about model calibration .

Future-Proof Your Marketing with MMM

As the digital marketing landscape becomes more competitive, eCom/DTC brands need data-driven tools to optimize performance and maximize revenue. Marketing Mix Modeling is no longer a luxury—it’s a necessity for brands looking to outpace competitors while making the most of their budgets.

With innovations in campaign optimization, budget pacing, and other features that make MMM more relevant for eCom/DTC brands, 2025 is the year for eCom/DTC brands to embrace MMM and drive sustainable growth.

Ready to see what MMM can do for your business? Start your free trial today.