Great point! We looked at adding it in but felt that it was hard to account for the varying degrees of accuracy within each method, making it hard to generalise that one method of implementation had more accuracy than another.
@@WeAreFunnel As a firm building MMM solutions for the past 25 years, I know the outcomes vary greatly by the expertise building the platform. Media stimulated sales/revenue is usually around 30-40%. BAU (Business as Usual) is key to the overall picture. Besides the Macroeconomics factors, Business Factors (Inventory, Promotions, Sales People, Payment types, New Customers, etc) depict the ability to drive sales and must be considered. Providing online MMM portals to run unlimited optimization scenarios is crucial for Agencies and Marketing to determine best mix.
Framework left out the Accuracy of the MMM solution. Doesn't help if the platform has incorrect recommendations.
Great point! We looked at adding it in but felt that it was hard to account for the varying degrees of accuracy within each method, making it hard to generalise that one method of implementation had more accuracy than another.
@@WeAreFunnel As a firm building MMM solutions for the past 25 years, I know the outcomes vary greatly by the expertise building the platform. Media stimulated sales/revenue is usually around 30-40%. BAU (Business as Usual) is key to the overall picture. Besides the Macroeconomics factors, Business Factors (Inventory, Promotions, Sales People, Payment types, New Customers, etc) depict the ability to drive sales and must be considered. Providing online MMM portals to run unlimited optimization scenarios is crucial for Agencies and Marketing to determine best mix.