MARKETING-MIX-MODELING5 MIN READ
Sort model health signals
Classify MMM validation checks by the type of model risk they reveal.
Sort each diagnostic into the model-health risk it mainly tests. Fit Stability Plausibility Actionability Holdout MAPE versus baseline forecast Residuals still show holiday seasonality Podcast ROI flips sign across time windows CTV contribution changes sharply under reasonable prior changes Search has a six-week carryover estimate Retail media ROI is ten times higher than any experiment suggests Optimizer recommends spend above inventory cap Recommended allocation changes completely under small mROI changes fit stability plausibility actionability
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