GeMMMa, a powerful R and Shiny-based package, is revolutionizing the deployment of Marketing Mix Models (MMM) at GSK on a global scale. Finance Partners can seamlessly manage end-to-end projects, regardless of their coding expertise. This cutting-edge tool enables in-depth analysis, addressing crucial business queries on attribution, incrementality, and budget optimization. GeMMMa's dynamic interface harmonizes technical intricacies with user-friendly functionality, fostering collaboration and empowering users to navigate MMM complexities confidently. This innovative solution propels GSK towards data-driven decision-making, providing invaluable insights into market dynamics and contributing to strategic decision-making worldwide.