Originally published October 22, 2025, by Tom Butler.
For years, advanced measurement tools like Marketing Mix Modeling (MMM) were accessible only to enterprise brands with large budgets and dedicated analytics teams. But with the rise of SaaS-based MMM platforms, that landscape is changing fast.
In his latest piece for the Association of National Advertisers (ANA), Arima’s Chief Revenue Officer Tom Butler explores how Software-as-a-Service models are democratizing marketing measurement — giving challenger brands and independent agencies access to the same analytical power once reserved for industry giants.
This shift marks more than a technological advancement; it represents a redistribution of opportunity, allowing marketers of all sizes to plan, forecast, and measure performance with confidence.
