How Procter & Gamble rebuilt its media mix modeling capability and what it actually changed

July 30, 2026 · 4 min · Free, with full transcript

Procter & Gamble spent years dismantling its traditional media mix modeling infrastructure in favor of digital attribution tools, then reversed course when the data stopped making sense. Their path back offers a practical blueprint for CMOs trying to measure marketing at scale without being held hostage to platform-reported metrics.