Unpacking the granularity problem in MMM
One of the complaints many have with respect to MMM is that it does not provide granular insights. While there are multiple solutions to this
Marketing Science
MMM pro tip: Use spends instead of Impressions
1. Spends are more actionable and transactional, as you can measure direct impact on sales. Spends data directly reflects the financial investment in marketing (your
Halo Effect โ Interaction Effect
In Marketing Mix Modeling, I often come across explanations that conflate Halo effect and Interaction effect. The two are not the same !! ๐ So
