{"id":10619,"date":"2026-02-23T03:15:30","date_gmt":"2026-02-23T08:15:30","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/02\/23\/breaking-past-media-rethinking-mmm-as-a-business-driver-mix\/"},"modified":"2026-07-13T12:06:38","modified_gmt":"2026-07-13T12:06:38","slug":"breaking-past-media-rethinking-mmm-as-a-business-driver-mix","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/breaking-past-media-rethinking-mmm-as-a-business-driver-mix\/10619\/","title":{"rendered":"Breaking Past Media: Rethinking MMM as a Business Driver Mix"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Today on Modern Marketing and Measurement, I\u2019m joined by Karen Kaufman, Global Chief Strategy and Growth Officer at Gain Theory. We talk about why measurement has to go beyond media and into every business driver\u2014from pricing and promotions to economic forces\u2014and how next-gen models, clearer objectives, and more agile planning help teams move from hindsight to true foresight. 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