New OptiMine Research Reveals Why Your Marketing Mix Model Refresh Cadence Matters More Than You Think
11/13/2025
How often should your marketing mix models be refreshed? For most brands, the answer has been “a few times a year” — but new research from OptiMine’s data science team shows that may not be nearly enough.
In OptiMine’s new “Your Marketing Mix Model Refresh Cadence Matters” whitepaper, the team conducted extensive experiments across multiple brands to determine how model accuracy and business performance degrade over time between refreshes. The findings were clear: as months pass without a model refresh, predictive accuracy drops — sometimes by more than 35 percent.
The culprit? Constant change. Marketing tactics evolve, creative and targeting shift, and consumer behavior never stands still. As these dynamics accelerate, models built on older data lose their grip on current reality — leading to misguided decisions and missed opportunities.
So what’s the ideal cadence? And what are the hidden factors that make faster refreshes possible — or prevent them altogether? OptiMine’s new research uncovers:
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How quickly model accuracy really degrades after each passing month
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What brands can do to modernize their MMM cadence and decisioning processes
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The foundational steps needed to build toward faster, more adaptive measurement
Discover how the right model refresh cadence can transform your marketing performance in OptiMine’s new whitepaper:
