"Refresh to Impress: Cadence Counts When Refreshing Your Marketing Mix Model" ARF MEA On-Demand Presentation
11/19/2025
Most Marketing Mix Models refresh too infrequently to keep pace with rapid changes in the market, competitors, and consumer behavior. As marketing conditions evolve faster than ever, refresh cadence has become a critical driver of model accuracy and impact.
At the Advertising Research Foundation (ARF)’s Marketing Effectiveness Accelerator, OptiMine General Manager Matt Voda presented new research identifying the optimal frequency for model refreshes — and the performance lift brands can achieve by updating models more often.
Why Refresh Cadence Matters
Legacy MMMs often refresh only a few times per year, leaving marketers with lagging insights and delayed decisions. OptiMine’s findings quantify how faster, more frequent refreshes dramatically improve responsiveness and business outcomes.
You’ll learn:
-
Why traditional Marketing Mix Models struggle to stay current
-
How refresh frequency affects accuracy and results
-
The research-backed cadence that keeps models aligned with real-time conditions
-
The measurable lift brands gain from increasing refreshes
The Bottom Line
If your MMM feels slow or outdated, adjusting your refresh cadence may be the highest-impact step you can take. OptiMine’s latest research shows exactly why — and how — to modernize your approach.
Watch the Presentation
Catch the full presentation on-demand, here:
