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

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 t...

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Welcome to the Mobile User Acquisition Show, in which we talk about how to use mobile user acquisition strategies to grow your app quickly and capital-efficiently. Each episode includes strategies, tips and pointers from the leading edge of mobile user acquisition that can help you unlock tremendous growth for your app.The Mobile User Acquisition Show is produced by the team at RocketShip HQ. With 8 figure UA spends managed and over 10,000 ads produced, we deliver profitable growth for breakthrough B2C apps & help them navigate the brave new world of privacy-first, post-identifier marketing. See also: our live workshop series on marketing in a post-identifier world: https://mobilegrowthlab.com/