Is your MMM model ready for TikTok and the next wave of media disruption?
On the TikTok’s Global Media Mix Modeling Forum in London, Nepa was represented by Andreas Nordfors, Managing Director of Marketing Acceleration (Sweden), and Patrick Dünzinger, Data Science Team Lead – UK & US.
At a time when media behaviours are evolving faster than most models can keep up, the forum offered a sharp lens on where MMM needs to go next. Nepa took part in roundtable discussions covering everything from short-form video’s role in the funnel to how social commerce is reshaping brand discovery. Our perspective was clear: as owned and earned content play a growing role in shaping impact, accurately classifying and modelling different content types will become crucial – because the data needs to reflect how complex real life really is.
Too many MMM setups still focus on precision over relevance, chasing statistical fit instead of strategic value. At Nepa, we challenge that approach, arguing for models that reflect the real consumer journey and account for the full brand effect – not just last-click conversions. In today’s fragmented landscape, a holistic view is more important than ever.
A true full-funnel perspective consistently outperforms last-click attribution – especially as platforms blur the lines between discovery, engagement and purchase.
Key takeaways from TikTok’s Global Media Mix Modeling Forum
We sat down with Andreas after the event to reflect on three key takeaways:
What stood out most during the forum?
"There was a clear consensus that MMM needs to move faster – not just technically, but in how it reflects today’s media reality. Brands are facing new questions around emerging platforms like TikTok, influencer-driven commerce and rapidly shifting consumer attention and marketing strategies. The appetite for answers is there, but many models are still stuck in a world of traditional media and aggregated digital proxies. That disconnect was obvious – and an opportunity".
What was Nepa’s perspective in the discussions?
"We challenged the idea that better measurement means more measurement. For us, effective MMM isn't about throwing in every data source or overfitting past results. It's about strategic relevance: what actions will this model drive, and how close is it to actual business decisions? New, powerful channels like TikTok, for example, don’t just need to be ‘added’ to a model – they need to be measured in a way that reveals their real power to drive both discovery and conversion. Measuring it the wrong way risks undervaluing its true impact – and can lead brands to underinvest where attention really lives. That’s where we focus: building models that marketers can actually use".
What should CMOs prioritise going forward?
"Think business-first: Start with commercial goals, not with channel-based reporting.
Embrace fluidity: Channels are converging – brand and performance are no longer separate. Your measurement shouldn’t be either.
Demand explainability: If your MMM model can’t tell you why things are working or what to do next, it’s not helping".
What does this mean – and what should you do next?
For marketing leaders navigating complexity, it’s time to demand more from measurement. Not more input. More direction. To get there, MMM insights shouldn’t stand alone – overlaying them with brand tracking, campaign evaluation and other research creates the holistic picture marketers need to act with confidence. At Nepa, we help brands shift from static reports to dynamic insight. From measurement to movement. From data to direction.
Want to understand how your media is really driving growth – across channels, formats and moments? Let’s talk!
Published on: 28TH OCT 2025