As marketing budgets face heightened scrutiny from finance and executive leadership, the demand for measurable, causal accountability is reshaping how organizations evaluate performance across the MarTech ecosystem. Domo has introduced Domo MMM, an AI powered marketing measurement service designed to help leaders identify true incremental impact, eliminate waste, and reallocate spend with greater confidence.
Announced from Silicon Slopes, Utah, Domo MMM is positioned as an AI sidekick for marketers that embeds advanced marketing mix modeling directly into everyday business decision making. Developed in collaboration with Stella Growth Intelligence, the service combines causal modeling, scenario analysis, and AI guided recommendations to move measurement beyond static dashboards and attribution reports.
“Domo MMM gives teams shared, AI-generated proof they can trust. It turns marketing measurement from a retrospective exercise into a living, decision-making system,” said Mark Boothe, Chief Marketing Officer at Domo.
Marketing has long been one of the largest and most closely examined investments within organizations. However, many teams still rely on attribution models that describe what happened without isolating why. Domo MMM aims to address this challenge by applying AI and Bayesian modeling techniques to quantify incremental lift and forecast how shifts in spend will influence future revenue outcomes.
Rather than operating as a one time consulting project, Domo MMM runs continuously as software. As new data flows in, the platform updates insights and allows leaders to ask natural language questions such as which campaigns are driving incremental revenue or how reallocating budget mid quarter may affect performance. The system responds with evidence based answers, forward looking forecasts, and recommended actions.
Domo MMM connects securely to existing data environments, bringing together media spend, sales results, and external variables such as seasonality and pricing. Initial insights can appear in as little as ten minutes, according to the company. Powered by Stella incrementality modeling, the platform identifies underperforming investments and highlights opportunities for smarter allocation while continuously refining its accuracy.
“Marketing leaders are under pressure to defend spend with real financial evidence, not assumptions or correlations,” Boothe said. “Domo MMM gives teams shared, AI-generated proof they can trust.”
Brenden Delarua, co founder at Stella Growth Intelligence, added that integrating Stella modeling with Domo orchestration layer makes advanced measurement accessible at software speed, enabling practical and immediate decision support.
Built for enterprise use, Domo MMM can be deployed within Domo, run as a Snowflake Native App, or connected to Databricks through Domo integration framework. Customer data remains within each organization cloud environment, supporting governance and security requirements.
With scenario modeling features that allow teams to test budget changes before committing funds, Domo MMM is designed to create shared accountability across marketing, finance, and executive teams. As pressure for transparent, incremental proof intensifies, Domo MMM positions AI powered marketing measurement as a core pillar of modern budget accountability.
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