Comparison of Facebook MMM vs AdoptoMedia MMM
Introduction to MMM Marketing Mix Modeling (MMM) has been around for over 30 years and almost every marketer at least once has heard about it. It was first introduced in the 1980s as a tool for analyzing the impact of various marketing activities on sales or any other business metric. The idea was pretty simple: if we can use multiple regression analysis to describe processes in economics, why not use it to establish a relationship that describes the responsiveness of sales to marketing spending? Since then, the methods and approaches have changed and improved, the amount of data increased, which led to the rise of alternative methods for measuring marketing effectiveness such as attribution models, but MMM stands as the most useful and essential tool for optimizing marketing strategies. Due to recent changes in privacy regulations regarding the user data, it’s getting much more challenging to implement third-party cookies into analysis. That is another reason to rely on MMM for measuring campaign performance. It only needs aggregated data to function and will not be affected by the phase-out of third-party cookies. However, MMM also may be challenging for those who want to use it in decision-making, as it is not… Read more »
