The objectives of this Marketing Science Institute (MSI) white paper are to outline how best practices in Marketing Mix Models (MMMs) have evolved in response to a rapidly changing marketing landscape, to outline opportunities for innovations, and to offer means to assess those innovations. The report intends to identify challenges for sophisticated MMM users, and to introduce MMMs to executives with a more passing familiarity in modeling who might introduce MMMs in their firms. This preview of the report provides a brief overview of the high-level points included in the full report. Join MSI for access to the full report.