Marketing mix modeling, also referred to as media mix modeling, is a statistical analysis technique used in marketing to evaluate the impact of all different types of advertising and marketing channels and their influence on a company’s sales. An MMM can help determine the optimal allocation of the marketing budget across and within channels.
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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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