Media Mix Modeling, Experiments or Attribution

Please feel free to share the below useful graphic, a great start for conversations in your organization about which model to use for attributing and optimizing media investments. Shout out to the Institute of Practitioners in Advertising for its creation. 

We use all three at times with clients. But the selection depends on how quickly we need a readout and what data is available. Our data science practice calls this the “let the data decide” methodology. 

The key takeaway is that open source models are available, cloud computing is getting more powerful at decreasing costs. Therefore, an agile, approachable solution is available for even smaller ad budgets. 

Call us to get started.