Yes, in many cases, Marketing Mix Modeling can and should be integrated with other methods like incrementality testing to create a comprehensive marketing measurement and optimization strategy.
An AI driven MMM uses the most advanced probabilistic modeling methods available to provide the foundation for any advanced media measurement and optimization practice.
Incrementality testing and experimentation based measurement approaches allow a marketer to test the causal relationship between a media stimulus and a sale. It reveals a point in time view of the incremental impact of the media against the desired outcome. When used with an existing MMM, it creates a very powerful combination for marketers to analyze media’s effectiveness.
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What is the AI-driven attribution model?
An AI-driven attribution model uses artificial intelligence to dynamically analyze and assign credit to various marketing touchpoints.
What type of model is machine learning?
ML is used in various applications including predictive analytics and complex decision-making but it is not a model.
What is Google’s attribution model?
Within Google Ads, Google lets you choose which attribution model to use for each conversion action.
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