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Domo has introduced Domo MMM, an AI-powered marketing mix modeling service developed in collaboration with Stella Growth Intelligence. This new AI sidekick helps marketing and finance leaders measure true incremental impact from marketing investments, eliminate wasteful spend, and reallocate budgets with data-driven confidence.
Marketing budgets face intense scrutiny, yet many organizations rely on correlation-based attribution that fails to prove causality or guide future spend. Domo MMM bridges this gap by providing a living, always-on measurement system that quantifies genuine growth contributions and simulates budget changes before execution.
Domo MMM employs advanced Bayesian techniques to separate true incremental revenue from baseline performance, accounting for factors like seasonality, pricing, and external influences. This enables precise identification of high- and low-performing channels or campaigns, empowering leaders to cut waste and optimize allocations with verifiable proof.
Marketers and executives can interact conversationally with the AI sidekick to explore performance drivers or test hypothetical scenarios. Queries yield instant, evidence-based answers, revenue forecasts, and actionable recommendations, fostering faster alignment between marketing, finance, and C-suite teams.
The service integrates seamlessly with an organization's data ecosystem, delivering quick time-to-insight while improving accuracy over time through ongoing data ingestion. Data remains governed within customer-controlled environments, supporting compliance and security requirements.
“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.” - Mark Boothe, CMO at Domo
“Marketing leaders are under pressure to defend spend with real financial evidence, not assumptions or correlations,” said Mark Boothe, chief marketing officer at Domo. “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.”
“By combining Stella’s incrementality modeling with Domo’s orchestration and AI Service Layer, we’ve made sophisticated measurement accessible at software speed,” said Brenden Delarua, co-founder at Stella Growth Intelligence. “This is marketing intelligence that feels immediate, practical, and built for real-world decision-making.”
Domo MMM is available now through Domo account teams, with a lighter version accessible via the Snowflake Marketplace.
About Domo
Domo is an AI and Data Products platform that helps companies of all sizes leverage data and AI to drive value in today’s data-driven world. Built around our customers’ preferred data foundation, powered by our award-winning Domo.AI solution, and enriched with our partner ecosystem, the Domo platform enables users to prepare, visualize, automate, distribute, and build end-to-end data products that provide solutions across the entire data journey. From hydrating your data foundation, to building fully embedded applications that can be shared with your employees and customers, to deploying AI models across a variety of providers, Domo gives users the ability to build data products that generate measurable value for the business.
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