Traditional legacy MMMs can take weeks, but more often months to build and to glean insights. 2 years (preferably more) worth of marketing data is typically required to build and run the model. The refresh on the MMM is typically biannual, or quarterly.
The data onboarding process takes minutes when leveraging an Advanced ML driven MMM, and insights can be attained in as few as 36 hours.
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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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