MMMs are an important tool to provide data-driven insights into the effectiveness of marketing channels, helping businesses optimize their advertising strategies, allocate budgets efficiently, and maximize return on investment (ROI). MMMs answer the questions:
- How did my media budget perform over various time periods?
- Where is the best place to spend my next advertising budget dollar?
Using an AI-driven MMM with a Predictive Media Optimizer can:
- Uncover the optimal place to put your media budget, at multiple levels of granularity: Channel, Tactic, Campaign
- Scenario plan with different budget amounts and forecast sales.
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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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