📔How to measure iOS post-ATT performance using spreadsheet-based Marketing Mix Models(MMM) - a case study🧮
We’ve talked about Marketing Mix Models(MMMs) on this podcast before - and they can absolutely be an effective tool to combat the measurement loss post ATT. One challenge that we faced and heard about has been that MMMs and incrementality based models are really hard to implement. As it turns out, that does not have to be the case - and we can very much build an MMM using spreadsheets, as our Senior Mobile Marketing Manager Virendra Shekhawat found out. In today’s episode, w...