One of the most frequent questions we get is what data is necessary for MMM and in what structure / format. Let’s explore the topic.

Marketing Mix Modelling and Attribution Modelling have the same basic goal: measure the business impact of marketing channels and find out how to allocate marketing budget between channels in order to achieve the best possible results. The key difference between the two methods is that MMM analyzes effectiveness of marketing budget distribution from a top-down perspective, while attribution models are calculated at the level of a specific user (bottom-up approach).

Marketing Mix Modelling (MMM) has been gaining a lot of traction recently - but what to expect from it and is it suitable for your business at all? In this brief guide we will cover the main questions that should allow you to make an informed decision on whether to invest into MMM or not (or maybe just not now).