Did you know MMM has inbuilt Incrementality testing?
Let me elaborate.
Incrementality is defined as the additional impact of a marketing on the KPI (sales, TOMA, CAC etc..) over and above what would have been generated organically.
Recently, we had an interesting conversation with a brand that ventured into TV ads since past one year.
We learned that they want to measure the effect of TV ads along with the digital ads which they have been running since the brandโs inception.
We suggested the brand that MMM not only gives a better way to find effectiveness of TV vis-a-vis digital ads, but also inherently tells you how much base/organic sales have been generated by the brand.
Even though MMM comes with in-built incrementality testing, it is generally better to layer it with causal experiments to measure the true ROI.
At Aryma Labs, we have been adopting quasi-causal and causal methods like DID, Granger Causality.
See our whitepapers below:
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