Convert a vague marketing goal into a specific, measurable MMM outcome with a defensible time grain.
The move: choose an outcome the model can estimate, not just a goal the business cares about. Specific and measurable Name the exact metric: net sales, new subscriptions, qualified leads, store visits, app installs. Avoid blended phrases such as momentum, buzz, impact, or engagement unless they map to a real measurement series. Attainable with the data grain The outcome cadence must line up with the media and controls. Weekly sales can pair with weekly spend and seasonality. Monthly awareness may be too sparse for a channel-level MMM unless the model design is much broader. Relevant and time-bound The KPI should…
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