Marketing Mix Modeling limitations include a reliance on historical data, the inability to capture short-term effects, and the challenge of accounting for external factors that may influence sales independently of advertising programs.
As good as MMMs have become, they are not a complete solution for a marketer with a very large media budget with many addressable and non-addressable channels in play. Experimentation (Incrementality Testing) should be considered as a means to test and learn, while the MMM provides the foundation for the measurement and optimization practice.
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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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