Originally published October 13, 2025, by T.S. Kelly.
With global ad spend forecasts cooling for 2025, industry leaders are revisiting how to achieve growth in a “do more with less” environment. In his latest piece for the ANA, TS Kelly reframes the downturn narrative through the lens of opportunity — echoing Peter Drucker’s philosophy that the best companies innovate during uncertainty.
Kelly argues that marketers embracing SaaS-based Marketing Mix Modeling (MMM) are best positioned to navigate budget pressure and channel complexity. Unlike traditional MMM, SaaS MMM offers speed, accessibility, and repeatability, making omnichannel optimization a continuous and collaborative process.
The article highlights how democratizing MMM — through no-code interfaces, seamless data harmonization, and rapid “what-if” modeling — empowers both brands and agencies to make evidence-based decisions in hours, not months.
