What I Learned Watching 7 Hours of Meta's Marketing Mix Modeling Summits
I found about 7 hours of videos of 3 Meta Summits on Marketing Mix Modeling recorded in 2021. They invited experts and companies that used marketing mix models to improve their ROI on the platform. I watched all of it, and here are my learnings. Table of Contents Granularity Is King If You Have Daily Data, Prefer It Over Weekly Data Prefer Short Modeling Periods And More Recent Data Models Work Better When There Is High Variability In The Inputs Validation With Experiments Marketing Mix Models vs Multi-touch Attribution Modeling Tips Marketing Mix Modeling Is Living a Renaissance Borrowing Methods From Machine Learning Are Making Them Even More Powerful “Always-On” Models Next Steps and Sources Granularity Is King We need to divide and conquer our datasets....