Gain Theory featured in IAB Australia Market Mix Modelling Landscape report

Gain Theory has been featured as a vendor in the latest IAB Australia Market Mix Modelling Landscape report. The comprehensive guide, produced by IAB Australia’s Ad Effectiveness Council, profiles twelve active vendors operating in the Australian market and provides marketers with essential guidance for selecting and implementing Market Mix Modelling (MMM) solutions.

The report highlights the growing adoption of MMM across Australian businesses, driven by media fragmentation, privacy legislation changes and the need for outcome-based measurement which links media performance directly to crucial business growth metrics for stronger emphasis.

Amidst reduced data signals and evolving consumer behaviors, advertisers and agencies are increasingly adopting MMM as a strategic measurement solution. This approach effectively accounts for external influences and delivers actionable insights for marketing investment decisions.

Gain Theory’s inclusion in the report recognizes the company’s position as an established MMM vendor in the global market. The report details Gain Theory’s comprehensive MMM solution is built on a foundation of advanced analytics, proprietary technology and deep industry expertise. It leverages machine learning through its proprietary analytic platform ROVA, ensuring clients can unlock growth and impact, through optimized marketing and broader business investments.

"Measurement has evolved from a historical record to a strategic steering function. Gain Theory empowers brands to use MMM to proactively guide marketing investments, ensuring alignment with C-suite objectives and delivering tangible business results"

Justin Nel

New Business Client Engagement Director, Australia, Gain Theory

The IAB report emphasizes Gain Theory’s advanced MMM extensions, such as Integrated Marketing Response for comprehensive full-funnel analysis, Unobserved Component Modeling for long-term impact assessment, Gain Theory AdModel™ for seamless media planning integration and Sensor™ for granular tactical insights, all whilst ensuring privacy compliance. These capabilities enable measurement and optimization across short, medium and long-term horizons, providing both tactical and strategic guidance for marketing decision-making.

The report serves as a valuable resource for Australian marketers, offering a structured checklist for MMM implementation. This guide covers critical areas, including strategic foundations, data readiness, stakeholder alignment and vendor selection criteria.

Download the full report.