The world’s smartest marketing decision engine, powered by the most dynamic MMM. Forecast, test, optimize, and scale top-of-funnel spend with confidence.
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Joined September 2021
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You get five minutes to explain a marketing mix model to someone without a technical background, like your CFO, CEO, or PE owner.
What it gives back: an estimate of what each channel drove, and a forecast of what changes if the budget shifts, before the money moves.
Closed-loop marketing ties revenue back to the marketing that drove it, by connecting your CRM data, leads, deals, closed revenue, to the campaigns that generated them.
In each case, marketing still did the work. The CRM just never saw it happen.
Sell without a lead step at all, direct checkout, Amazon, retail, and closed-loop marketing doesn't apply in the first place. There's no lead for a loop to close around.
The ROI calculation you choose to use tells a specific story about a channel.
→ Average ROI describes the past, speaking to everything you've spent on a channel
→ Marginal ROI looks to the future, explaining return on the next dollar you spend
Our research says otherwise. In "Are You Underspending? Challenging Saturation Assumptions in MMM," every campaign isn't inevitably bound for saturation. Some keep returning close to full value on the next dollar long after a standard model would have called them saturated.
Modeling the Market, issue five: Meta.
Meta’s ads don’t only drive sales on your own site. Someone sees an ad, then buys on Amazon. We looked at every week in our data, which starts the week of June 23, 2025, and tracked what percentage of Meta’s modeled revenue landed on Amazon
→ Week of July 7, 2025: 21.9% landed on Amazon, up from 14.3% the week of June 30. Meta spend was down 4.8%.
→ Week of June 22, 2026: 22.3% landed on Amazon, up from 16.9% the week of June 15. Meta spend was down 5.2%.
Reddit CEO Steve Huffman's keynote and growth marketer Cody Plofker's fireside chat at Forward by Tatari are each followed by an open Q&A.
If you lead growth or media, bring the question you want answered about TV advertising. Ask it in an open Q&A, or talk it through at the networking happy hour that closes the day.
Forward by Tatari is on Thursday, October 29, 2026, at The Glasshouse in New York. Our team will be there in person for the conversations.
Save your seat. forwardbytatari.com/?utm_cam…
