4 challenges of MMM based incrementality models and how to mitigate them 🧮

The Mobile User Acquisition Show

Вміст надано Shamanth Rao. Весь вміст подкастів, включаючи епізоди, графіку та описи подкастів, завантажується та надається безпосередньо компанією Shamanth Rao або його партнером по платформі подкастів. Якщо ви вважаєте, що хтось використовує ваш захищений авторським правом твір без вашого дозволу, ви можете виконати процедуру, описану тут https://uk.player.fm/legal.

2+ y ago 8:48

MP3•Головна епізоду

MMM based incrementality models: Is it the light at the end of the tunnel?

Post IDFA, we were quite skeptical about employing MMM based incrementality analyses in our measurements. Our opinions have changed over time and today, we believe that these models have helped us in our measurements significantly.

However, it’s not always hunky-dory. There have been quite a few challenges that we encountered on the way. On the upside, we’ve also figured out how to overcome these challenges.

In this episode, we go over the key limitations of employing MMM based incrementality analysis and include steps to mitigate these limitations.

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Check out the show notes here: https://mobileuseracquisitionshow.com/episode/4-challenges-of-mmm-based-incrementality-models-and-how-to-mitigate-them/
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http://RocketShipHQ.com
http://RocketShipHQ.com/blog

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