The 'Econometric Hero' and five questions every CMO should ask about MMM
Facebook’s Tony Evans considers how Media Mix Modelling should be reinvented to reflect today’s marketing priorities. Media Mix Modelling (or MMM) was first developed back in the 1970s to measure the impact of offline media such as TV, radio and press advertising. A lot has changed since then, including a plethora of digital platforms and higher expectations from CMOs toward actionability and accountability from advertising strategies. MMM can solve that, but only for those who change the way it is done. There are people who would have you believe that marketing has changed since the int...
Source: warc.com