The Power of Integrated Measurement System – MMM, Experimentation and Causality
▪️MMM alone is not Marketing Measurement.
▪️Experimentation alone is not Marketing Measurement.
▪️Causality alone is not Marketing Measurement.
But together, they form the closest thing we have to a complete measurement system.
📌 The Problem of Solving Only One Piece
▪️MMM predominantly focuses on historical decomposition.
▪️Experimentation focuses on isolated lift measurement.
▪️Causality talks about causal frameworks.
Each of these is powerful. But each is also incomplete.
📌 What MMM Does Well
MMM gives you:
– A holistic view across all channels
– Budget allocation insights
– Diminishing returns and response curves
– Indication of long term effects
– It is also implicitly causal
But MMM struggles with:
– Short term campaigns and explicit causal validation.
📌 What Experimentation Does Well
Experiments tell you:
If your short term campaigns worked by providing clean lift estimates.
It can thus fill the gaps of MMM.
But Experiments always give you the answer to one variable. It doesn’t give you a holistic view across all channels.
Experiments also can’t tell you much about long term effects and it is also not that useful for budget allocation decisions across the system.
📌 What Causality Brings to the Table
Causality kind of validates both MMM and Experiments.
We can validate MMM findings through techniques like DiD and also make Experiments causal by bringing in a control test setup, thinking in terms of Confounders, DAGs etc.
📌 The power of Integrated System
As you can see, all the 3 methods on their own have some shortcomings. This is where the power of integration comes in.
✅ We can use MMM to get the full system view
✅ Use Experiments to validate key levers
✅ Use Causal reasoning to connect the two and validate.
📌 The Aryma Labs’ Courses on MMM, Experimentation and Causality
We often felt that marketers need to have an integrated outlook towards marketing measurement.
That is why we created course for MMM, Experimentation and Causality.
In the courses, we focus on:
✅ How MMM, experiments, and causality fit together
✅ When to trust which method (and when not to)
✅ How to resolve conflicts between methods
✅ How to translate all of this into business decisions
🎉 100+ and counting
So far ~100 people from 40 countries have taken our courses and benefited immensely. Our day is made when people write to us and say they could go up a level in their new job or land a new role in marketing measurement because of our courses.
📌 Course Pricing and Benefits
We are still running the discounted pricing and providing up to 30% discount on all course purchases. You can avail any one of the course or all.
Not only do you get life time access to the contents in our LMS but you also get free access (up to 3 months) to our cutting edge products.
Link to the courses: https://lnkd.in/gpFr8pGv
