New survey finds measurement flaws and indifference to fixing them undersell affiliate’s impact
Most marketers trust marketing mix modeling (MMM) as a measurement framework. But MMM was built for impression-based advertising, not the always-on nature of affiliate marketing. While 57% of marketers say MMM heavily influences their budgets, 27.3% lump affiliate into a generic performance bucket, and 14.8% don’t include it at all, according to new EMARKETER and Rakuten Rewards research.
The result: undervalued revenue and missed opportunities.
Download this new research report to learn what 110 US marketers told us about MMM's blind spots, why slow update cycles hinder insights, where knowledge gaps are limiting budget adjustments, and how to rethink affiliate measurement to capture full channel value. You'll discover how to build a better model, improve signal granularity, and secure executive buy-in. | 
