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Explore the resurgence of Marketing Mix Modelling (MMM) in this concise blog. Discover its roots in the mid-20th century, with significant growth in the 1980s and 1990s. The "MMM Dark Ages" marked a shift towards Multi-Touch Attribution (MTA), which has recently led to a revival of interest in MMM. While not a traditional renaissance, this resurgence signifies a change in the marketing landscape. Smaller companies are now embracing MMM as a cost-effective tool. Amid this resurgence, advanced modeling techniques and the democratization of data have transformed MMM. Tech giants like Google, Meta, and Uber have released open-source MMM libraries, making it more accessible. Explore the Marketing Mix Modelling resurgence, its origins, evolution, and relevance in modern marketing.