Recall concise responses to common MMM readout objections.
Objection The ROI range is too wide to use. Finance is worried the model is not precise enough for allocation. Your line The range is exactly what sizes the bet. We scale when the lower range clears the hurdle, test when it crosses the hurdle, and hold when the downside is material. Do not apologize for uncertainty or collapse to the midpoint just to sound decisive. It turns uncertainty into a decision rule. Concept split Average ROI versus marginal ROI Use average ROI for the story and mROI for allocation. Definition What does adstock explain in an MMM? Adstock represents…
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