The final readout went well. The deck was sharp, the ROI-by-channel chart made the room nod, and the recommendations sounded right. The vendor got paid. Everyone shook hands. Here’s what
Category: MMM
Is your marketing mix model (MMM) a waste of money? If you don’t know how to build a model yourself, it’s almost impossible to spot a firm that’s just blowing
In my last post I laid out five questions to ask an MMM firm before you sign the contract. Question #1 was about uneven data precision. Here’s what it costs