Funnel launches Digital Measurement, a new category of MMM software to reconcile competing measurement methodologies

Funnel has launched Digital Measurement, a new marketing measurement platform that combines marketing mix modeling (MMM), multi-touch attribution (MTA), and ad platform signals into calibrated insights. The platform addresses industry challenges where 87% of marketers find MMM important but only 28% effectively convert insights to action, and 75% consider current measurement approaches insufficient.