- They’re a way to determine the impact of a specific variable on control and treatment groups.
- They evaluate a customer’s long-term marketing value to provide a more accurate view of performance.
- They use your conversion data to calculate the contribution of each interaction across the conversion path.
- They’re an analysis that shows the impact of marketing on a brand’s sales.
The Correct Answer is: They’re an analysis that shows the impact of marketing on a brand’s sales.
Explanation: Marketing Mix Models (MMM) are analytical tools designed to highlight the influence of marketing on a brand’s sales. They offer value for businesses investing heavily in offline media or those operating predominantly through physical stores. MMMs account for a myriad of sales-driving factors, including various media and marketing channels, brand perception, the economy, and competitor activities. Despite being a demanding process, MMMs offer a robust way to determine the impact of different media channels on sales.
Read more here: https://school4seo.com/google-ads-tips-and-tricks/mastering-the-marketing-mix-model-driving-roi-through-strategic-analysis/