Summary
Marketing mix modeling (MMM) offers valuable insights for cross-channel measurement, especially as privacy regulations limit user-level tracking. However, its effectiveness hinges on quality data, sound assumptions, and strategic context. Common pitfalls include relying on inconsistent or unvalidated data, assuming linear responses to media spend, misinterpreting statistical relationships as proof of impact without experimentation, and using MMM for daily campaign decisions despite its strategic design and lagging granularity. To maximize MMM's potential, marketers should ensure data integrity, avoid oversimplified assumptions, and use MMM for long-term strategic planning rather than short-term tactical decisions.
Search Engine Land
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