How to get the maximum out of open source MMM libraries.
(Hint: talk to MMM experts)
Of late we are getting lot of calls from prospective clients for MMM adoption. Most of them have tried or are trying open-source MMM libraries.
But here are some of the pestering questions clients have:
ยท How do we choose the *best* model out of the many models?
ยท How do we know if the model is correct?
ยท Is the saturation curve correct? What happens if we keep deploying spends beyond the saturation point?
ยท What should be the ideal budget allocation?
ยท What are the right calibrations for the MMM model?
Most clients do not have the answer to the above because they are adopting MMM and open source MMM libraries for the first time.
Here is where you need MMM experts.
One analogy that I provide to prospective clients is that, open source MMM libraries may be like Formula 1 car. A skilled driver would be able to extract more out of the car than a layman.
