The frequency of an MMM refresh depends on multiple factors. A brand should consider factors such as seasonality, marketing dynamics, and more. Traditional Marketing Mix models are typically refreshed biannually or quarterly to adapt to changing market conditions and consumer behavior.
However, in today’s dynamic and ever changing media environment, MMMs should be updated on a much more frequent basis. AI has paved the way for a daily refresh of a model, allowing for an agile bespoke MMM for your business, which was unheard of even 5 years ago.
A rapidly adapting model is the foundational learning layer for today’s modern marketer who is often making campaign optimization decisions weekly, or daily.
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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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