Domo Introduces Domo MMM, an AI-Driven Marketing Mix Modeling Solution for Real-Time Budget Accountability

The firm, Domo, has announced the launch of its Domo MMM, an AI-driven marketing measurement service, which is aimed at helping organizations clearly understand which marketing investments are driving measurable growth, and which investments are not. The new product, built in collaboration with Stella Growth Intelligence, combines causal marketing measurement, scenario modeling, and AI-based insights into business decision-making processes.

Despite the fact that marketing continues to represent one of the largest line items in corporate budgets, most organizations still depend on traditional dashboards and attribution models that describe outcomes without proving causation. Domo MMM is designed to bridge that gap. Tapping AI and Bayesian modeling, the solution isolates causal impact and measures incremental revenue lift to predict how changes in marketing spend will affect future performance.

Shifting from Attribution to Evidence-Based Decision-Making

Unlike static reports or infrequent consultant-led analyses, Domo MMM operates as an always-on AI “sidekick.” It continuously evaluates performance as new data enters the system, delivering insights through natural language interaction. Marketing and finance leaders can pose questions such as “Which campaigns are driving real incremental revenue?” or “What happens if we shift budget mid-quarter?” and receive evidence-backed forecasts, recommendations, and scenario projections in response.

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“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.”

Domo MMM securely connects to an organization’s existing data infrastructure, consolidating media investments, sales data, and external variables such as seasonality and pricing influences. Initial insights can be delivered in as little as 10 minutes. Powered by Stella’s incrementality intelligence engine, the solution detects underperforming spend, identifies budget reallocation opportunities, and refines its accuracy continuously as fresh data becomes available.

Continuous Modeling at Software Speed

Traditional marketing mix modeling (MMM) initiatives are often expensive, time-consuming, and limited to periodic snapshots. Domo MMM replaces this approach with an always-on software model that updates automatically. As performance signals shift, insights refresh in real time—allowing teams to adjust campaign allocations mid-flight and maintain alignment between marketing, finance, and executive leadership.

“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.”

Enterprise-Ready Architecture with Built-In Governance

Domo MMM is engineered for enterprise deployment and flexible data environments. Organizations can run the service natively within Domo, deploy it as a Snowflake Native App, or connect to Databricks through Domo’s integration framework. Customer data remains within the organization’s existing cloud environment, supporting governance, regulatory compliance, and established data policies.

A core capability of Domo MMM is intelligent scenario modeling. Teams can simulate “what-if” budget adjustments before committing investment, forecast potential revenue impact, and create transparent accountability across the C-suite. This functionality enables finance and marketing stakeholders to collaborate around shared, data-backed performance metrics rather than assumptions.

Redefining Marketing Accountability with AI

As the forces of the economic squeeze continue to increase and executional management of the budget of marketing activities is becoming more rigorous, more than simple analytics are needed by organizations. Domo MMM announces a strategic shift in the direction of AI-based marketing accountability, ensuring that mix modeling shifts from simple retrospective analysis to decision-enabling processes.

“Domo is adding the power of causal intelligence, real-time modeling, and scenario planning to the day-to-day workflows of the world’s leading enterprises, helping Domo MMM emerge as a vital solution for marketers seeking to optimize their marketing spend with clarity, confidence, and speed.”