As the year wraps up, we’ve been looking back at our most viewed blogs in 2025. Some challenged how measurement is usually done, some poked at uncomfortable industry truths, and a few captured moments that were genuinely important for us here at Entropy.
Here’s the top 5 rundown of our most popular blogs this year (with those bubbling under also featured below):
5. Your MMM Results Aren’t as Objective as You Think
An uncomfortable read for some perhaps – by design.
This blog unpacked the idea that MMM results are somehow completely neutral, and explained how modelling choices and assumptions inevitably shape outcomes (whether your agency chooses to tell you that or not).
4. What Would Happen If You Stopped All Your Advertising Tomorrow?
With MMM this isn’t just a thought experiment.
By asking what actually happens when advertising is switched off, we looked at common misunderstandings around what econometricians call the “base” or intercept”, short-term performance, and how to read MMM results sensibly.
3. Alex Tait Ran an Event in the House of Commons Last Week
This post recapped an event our Founder Alex Tait ran in the House of Commons on countering disinformation in campaigning with a cross-party group of MPs, bringing together policymakers, platforms, and industry voices to talk about trust, transparency, and accountability
2. From Siloed Teams to Shared Decisions: The MMM Effect
This blog focused less on modelling itself and more on the effect we’ve seen our unique hybrid marketing consultancy and MMM consultancy have on breaking down silos internally.
We looked at how MMM can help teams move past internal barriers of brand and performance and towards shared, evidence-based decisions across marketing, finance, and the board.
1. Updated for 2025: A Practical Guide to Cross-Channel Digital Attribution
Our most-read blog of the year, which says a lot about where marketers’ heads still are.
This updated guide took a pragmatic look at attribution, how it fits alongside MMM, what each approach is actually good at … and where people tend to get tripped up.
Bubbling Under: Blogs 6-10
Just outside the top 5, these are all an interesting read too:
- 6. Are Your Other Sales Channels Cannibalising Your DTC Sales?
- 7. MMM Doesn’t Have to Be a Black Box
- 8. Why Retail Media Needs an Industry-Wide Commitment to Data Transparency
- 9. Watch Entropy’s Founder Speak with MPs About Rebuilding Trust in Election Advertising
- 10. You Don’t Have to Waste Half Your Ad Spend Anymore
That’s it for 2025.
Thanks for reading, and wishing you a very happy Christmas. See you in 2026 – after somehow resisting the urge to write an AI blog all year.
