- Conversion lift can be used.
- Viewable CPM can be used.
- Smart Bidding can be used.
- Marketing mix model can be used.
The Correct Answer is: Marketing mix model can be used.
A Marketing Mix Model (MMM) is a powerful tool that, apart from attribution, can be utilized to analyze the return on investment (ROI) for media. MMM quantifies the impact of diverse marketing efforts on sales, incorporating various sales drivers from media, marketing, brand consideration, to even external factors like the economy. Despite requiring substantial data and having some limitations, MMM provides invaluable insights for strategic planning, budgeting, and investment decisions, proving its worth for brands investing significantly in offline media channels or those with physical sales outlets.