To perform marketing mix modeling (MMM) effectively, you need historical data on sales, advertising spend, and other marketing activities. Additionally, your model may benefit from data on external factors like promotions, seasonality, economic factors, and competitive data.
Other inputs such as post purchase surveys and incrementality test results will strengthen your bespoke model and should be considered.
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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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