Build a calibration brief
Build a concise calibration brief that maps an incrementality test to an MMM channel estimate.
Decide whether a paid social geo test should calibrate an MMM estimate for the broader paid social channel. Calibration requires experimental evidence that maps closely enough to the modeled channel, outcome, and decision window. The common shortcut is to treat any lift test as a universal truth. That can over-anchor the model to an experiment with a different tactic, geography, outcome, or season. Channel match Experiment: prospecting paid social only. MMM variable: prospecting plus retargeting plus creator boosts. The channel does not fully match, so calibration to the entire variable would overstate the experiment's scope. Outcome match Experiment outcome: qualified…
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