The era of last-click attribution is ending. And as it does, we're discovering something that seasoned marketers suspected all along—traditional media never stopped working. We just stopped measuring it properly.

You're spending money on Google Ads, Meta campaigns, maybe some radio or billboards, perhaps email and influencer partnerships. Sales are happening. But which of these channels is actually driving results? Which is wasting your budget? These are the questions Marketing Mix Modeling answers. And despite the intimidating name, the core concept is surprisingly simple.

Radio is the marketing channel that refuses to fade. While every other "traditional" medium gets eulogized at marketing conferences, radio just keeps cashing checks and reaching more Americans weekly than Facebook. No frills, no hype, no bullshit—just results.