Marketing leaders are under increasing pressure to deliver results, grow revenue and eliminate waste — while managing shrinking, highly scrutinised budgets. And as expectations continue to rise, marketers require a fast, scalable and rigorous approach to marketing measurement and planning.

At Adobe Summit 2025, we unveiled the latest innovations in Adobe Mix Modeler that help marketing leaders address these pressing concerns — advancements that are transforming approaches to both measurement and planning. Mix Modeler uses AI-powered incrementality so marketers can more strategically plan their marketing mix, optimise channel and campaign spend in the moment and make data-driven spend decisions. And with our new capabilities, Mix Modeler can give marketers even more flexibility to turn insights into action, keep marketers ahead of change and support smarter decisions before a single marketing dollar is spent.

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Available now: planning insights to maximise every marketing dollar with confidence.

Marketers need forward-looking insights to guide budget decisions in the moment, not after the fact. New marginal response curves within the planning dashboard provide powerful visualisations that show how a selected plan's return compares to its marginal break-even point — enabling marketers to adjust their spending up or down to stay aligned with performance goals. With this level of visibility, marketers can identify when additional spend in a channel or tactic is likely to deliver diminishing returns and proactively reallocate budgets to areas with greater impact.

This innovation builds on a series of enhancements. Mix Modeler initially incorporated marginal response curves into model insights for understanding the point of diminishing return on spend. Then it made those curves dynamic based on time period and now it’s embedding them into planning workflows to support informed decision-making. It’s a clear example of how Mix Modeler continues to evolve based on customer feedback and market needs — delivering innovations designed for real-world marketing challenges.

Coming soon: upcoming innovations built to help marketers plan with precision.

Marketers want to model different scenarios, plan around business goals and course-correct in real time — all within a single platform. These upcoming features in Mix Modeler build on this vision, delivering enhanced planning capabilities that help marketers move quickly from data-driven insights to decisive actions.

• Expanded performance to plan reporting. Evolving from the alpha to beta phase, this update will introduce additional visualisations, such as expanded performance to plan reporting, that help marketers track channel-level performance and AI insights for inflight campaign optimisations. The result is more agile in-flight optimisation — enabling teams to quickly spot what’s working, adjust underperforming tactics and maximise impact while campaigns are still live.
• Goal-based planning. Today, marketers can input planned spend and receive optimised channel mix recommendations and their projected outcomes — such as ROI, revenue or acquisitions — in return. Soon, they’ll also be able to do the reverse by setting specific outcome goals and receive the minimum budget and optimised spend recommendations to achieve them. This planning flexibility enables marketers to work backwards from their goals to unlock the most efficient path to the outcomes that matters to the business.
• Portfolio planning. This capability would allow users to incorporate multiple models into a single plan, offering the flexibility to plan across multiple products or regions and weight them differently. It empowers marketers to balance multiple priorities, align investments with broader business objectives and make more strategic, data-driven investment decisions to maximise business outcomes —resulting in smarter, more agile planning that replicates the complexity of real-world marketing.

Integrating measurement and planning: measurement innovations that produce actionable insights and lay the foundation for planning.

While we expand our planning capabilities, we’re also focused on enhancing the modelling and analysis foundations that ensure every Mix Modeler insight is precise, actionable and trusted. A few of our latest and upcoming measurement innovations include:

• Automated model drift detection (available now). AI-powered alerts and visualisations notify marketers when model performance starts to drift, prompting timely retraining to maintain accuracy and trust. This update is designed to minimise manual effort and increase confidence in results.
• Granular incrementality reporting (in development). Provides more detailed reporting insights within a single model, enabling users to gain a comprehensive and more in-depth view of marketing’s incremental impact with less effort.
• Integrated incrementality and analysis  (in development). More tightly integrates Adobe Customer Journey Analytics and Adobe Mix Modeler to simplify set-up, improve access to shared insights and make it more seamless for marketers to work across the two products.

These updates are designed to make it easier to move from insights to action — and from performance to planning — with confidence.

Looking ahead.

We’re excited about the efficiency opportunities and new use cases these planning innovations have created for our customers. As we move through 2025, we’re committed to delivering even more capabilities that meet the evolving demands of our customers.

Read this guide to find how you can maximise marketing ROI with Adobe Mix Modeler.

Learn how Adobe leveraged Mix Modeler’s measurement and planning capabilities and saw an 80% increase in return on media spend over five years.

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