Proving Efficacy Of MMM Through Difference In Difference (DID)
The million-dollar questions on the mind of any client, post building the MMM models are:
- How do we know the MMM model is working on the ground?
- If it is working, can we causally prove it and quantify the efficacy of the MMM Model?
We applied a novel approach of Difference-in-Difference method to prove the efficacy of MMM on the ground.
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