MMM and MTA Answer Different Questions
Distinguish when to use marketing mix modeling versus multi-touch attribution.
Which method fits a yearly budget allocation question? For annual mix, start with MMM and calibrate with experiments. The MTA report says TV has zero conversions, so why keep TV? Measurement reply MTA cannot credit touchpoints it cannot observe; use MMM or geo lift for TV's aggregate effect. Treating missing path data as zero impact. It separates data visibility from causal contribution. What is MMM best at? Estimating aggregate contribution and response curves across channels. Useful for budget allocation, saturation, and offline media. What is MTA best at? Diagnosing observed digital journeys and assigning path-level credit. Useful when identity and…
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