Off-the-shelf MMM tools can diverge wildly from custom models, op-ed warns
AdExchanger is reporting that an off-the-shelf marketing mix model estimated 10 paid channels drove roughly 75% of new-customer volume, while a custom build using identical data found under 1% incremental contribution.
Why it matters. Marketers who rely on a single automated MMM run risk misallocating budgets unless they stress-test results against custom modeling and experiments.
Signal from adexchanger.com · AdExchanger Guest · read the original.
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