If you scale Meta and Performance Max in lockstep, even a well-built MMM can't tell them apart. Here's why channel correlation kills measurement accuracy - and what to do about it.
Earned media that isn't flagged as a control variable in your MMM gets attributed to whatever paid channels were running at the same time. Here's how invisible signals corrupt your model.
When measurement vendors work in isolation from the media agency, critical account context goes missing and the recommendations suffer for it. The best MMM setups are a three-way collaboration.
When your marketing mix model shows a 4x return, most marketers celebrate. They shouldn't. A very high ROI often means you're spending far too little.
Marketing teams spend millions getting their measurement right. But if the answers arrive too late to act on, the accuracy doesn't matter.
Marketing mix models consistently flag Meta as the least efficient channel in the mix. The budget keeps going there anyway. Here is why.