Fragmented or contradicting results across channels and methods.
Redefining marketing measurement for enterprise.
Marketing leaders face growing pressure to increase ROI, cut inefficiencies, and respond to shifting market dynamics quickly, while legacy measurement tools struggle to keep up. Adobe Mix Modeler brings in a unified solution wherein performance, spend, and data are managed and delivered with speed and accuracy — powered by AI.
CMOs and marketing leaders are under increasing pressure to grow revenue, reduce waste, and navigate shrinking budgets. Unfortunately, most existing measurement and planning solutions aren't built for speed or scale, and require time-consuming, manual modeling by third-party services, agencies, or data teams. What’s more, marketing measurement approaches that are stuck in the past create roadblocks for marketers, including:
Delays in getting actionable insights.
Limited data inputs that reduce model accuracy.
Measurement that fails to inform in-the-moment decisions.
These challenges lead to inefficiencies, higher costs, missed revenue opportunities, and misalignment across marketing and business teams. Marketers need more than legacy measurement and planning tools. They need a faster, smarter, AI-driven approach to optimize spend and prove impact.
61% of marketers say better and faster marketing mix modeling is essential for long-term scenario planning and can unlock future growth.
Source: eMarketer
52% of CMOs and marketing leaders say they were successful in proving the value of marketing and receiving the credit for helping meet enterprise objectives.
Source: Gartner
47% of CMOs say their organization views marketing as a cost center, rather than a profit center.
Source: Gartner
Optimize and boost ROI with Adobe Mix Modeler.
Adobe Mix Modeler, built on Adobe Experience Platform, is a modern, AI-powered marketing measurement and planning solution. It unifies performance, spend, and factors data to quickly deliver insights at scale — empowering marketing teams to make confident, data-driven optimization decisions.
Mix Modeler empowers marketers to:
- Measure incremental performance across all channels.
- Build marketing plans that optimize ROI.
- Optimize in-flight campaigns.
Three use cases for Adobe Mix Modeler.
Use case #1: Measure incremental performance across channels.
The challenge: Marketers are drowning in siloed data. Signal loss, walled gardens, oversimplistic measurement methods, and channel fragmentation make it difficult to understand the true incremental impact of marketing investments.
The solution: Mix Modeler uses patent-pending AI and machine learning techniques to harmonize diverse data sets and unify results across multiple measurement methodologies to deliver the most comprehensive view of your marketing performance. This unified view allows marketers to:
- Understand incremental, channel-level impact on business outcomes like revenue or conversions.
- Gain accurate insights across paid, earned, and owned channels — online and offline touchpoints.
- Incorporate testing results, prior learnings, and expert input to flexibly configure scalable models.
- Surface the underlying data behind each model for greater transparency and flexible reporting.
Business impact
After implementing Adobe Mix Modeler, a multinational software company achieved:
time savings in its marketing workflows.
Source: Adobe Mix Modeler Customer POC results
Use case #2: Build marketing plans that optimize ROI.
The challenge: Building effective marketing plans is difficult when managing across regions, teams, and channels — often leading to fragmented, labor-intensive workflows. Traditional measurement systems add to the challenge — they’re too disjointed and slow for rapid scenario planning or agile decision-making.
The solution: With Mix Modeler, marketers can:
- Integrate measurement insights and planning capabilities in one intuitive interface.
- Ask more exploratory “what-if” questions and quickly iterate, without draining time or resources.
- Reallocate spend confidently when performance, budgets, or market dynamics shift.
- Support strategic decision-making by highlighting clear trade-offs in a side-by-side view.
Business impact
After implementing Mix Modeler, Adobe achieved:
increase in return on media spend over 5 years.
Source: Adobe
One Adobe customer used Mix Modeler to achieve:
After implementing Mix Modeler, Adobe achieved:
reduction in cost per acquisition (CPA).
Source: Adobe Mix Modeler Customer POC results
Use case #3: Optimize in-flight campaigns.
The challenge: Traditional measurement systems rely on annual or bi-annual reporting cycles, leaving marketers without the timely insights needed to adjust campaigns in the moment and improve performance.
The solution: Mix Modeler ingests in-flight campaign data and delivers up-to-date insights within hours. Marketers can:
- Identify performance gaps, revenue, and ROI opportunities mid-campaign.
- Reallocate spend using the latest incrementality metrics.
- Make the most of unexpected budget to hit ROI, revenue, and other top goals.
Business impact
After implementing Mix Modeler, Adobe saw:
increase in digital subscriptions driven by media.
Source: Adobe
Ready to transform your marketing measurement?
Marketing leaders can no longer afford to wait for insights that arrive after the fact. With Adobe Mix Modeler, you can unify your data, measure what matters, and continuously optimize.
This comprehensive, AI-powered solution empowers faster decisions, smarter investments, and measurable growth.
Learn how to get started with AI-powered marketing measurement in Adobe Mix Modeler.
Sources
Adobe, "Adobe Improves Marketing Efficiency and ROI with Data-Driven Insights," Adobe Customer Success Stories, December 16, 2024.
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Your guide to AI-powered marketing measurement and planning.
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2025-12-04
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As expectations increase, marketing teams need smarter tools. Discover how Adobe Mix Modeler can help you plan faster, optimize spend, and prove ROI.
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