TLDR Tech / Marketing
The choices that determine whether your MMM (Marketing Mix Model) actually works
MMM success depends more on model design than modeling technique. Validate three requirements before building an MMM: at least 18 months of data, meaningful spend variation, and paid channels that drive at least 20% to 30% of top-of-funnel activity. The most important strategic decisions are choosing the right outcome metric, segmenting self-serve and sales-led motions, and aligning the model to the stakeholder using it, since those choices directly shape ROI, saturation, and budget recommendations. Avoid using short-term adstock decay as a guide for brand investment decisions because business impact can peak 6 to 8 weeks after sustained spending begins. Strong MMM programs present results as ranges instead of point estimates and pair MMM insights with incrementality testing to improve budget decisions and reduce wasted ad spend.
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