From the course: Introduction to Attribution and Mix Modeling
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Overview of marketing mix modeling (MMM) - Google Analytics Tutorial
From the course: Introduction to Attribution and Mix Modeling
Overview of marketing mix modeling (MMM)
- [Instructor] You can't get too far into attribution modeling before the topic of Marketing Mix Modeling, known as MMM or just Mixed Modeling comes up. This chapter will be all about exploring how they're alike, how they're different, and when we should use what. So let's start by explaining how they relate to each other. The most common description you'll see of the Marketing Mix Modeling versus Attribution Modeling is this idea of bottoms up versus top down. So over on the left we have attribution. And the idea we've just been looking at this for quite sometime here is that we have channels coming in from the top of the funnel and conversions coming out the bottom of the funnel. And what we want to do is really understand all the different touchpoints in between. So we want to start down here at the conversions, and we want to say, Okay, I know this person converted, what was the last click and what was the last interaction we had before that? What did they do before that? And the…
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