MMM Can’t See Through Fog

Marketing Mix Modeling is having its comeback moment, this time with experiments layered in.
On the surface, it’s exciting.
Experiments should make the models smarter, right?
But here’s the honest breakdown:
MMM is still fundamentally a correlation model. And correlation has a shelf life.
It looks for signals. But the longer the conversion time frame, the weaker those signals get.
Like fog rolling in, at two meters, you can still see.
At ten? You’re guessing.
That’s the core flaw:
MMM tends to overweight short-term data and underrepresent long-term impact which means that your channel creating demand will be penalised.

The solution?
📊 Combine models with market knowledge.
🔍 Cross-check patterns with buyer insights.
🧩 Use MMM as one lens, not the whole map.
Because when you're managing millions in budget, you can't afford to fly blind.
Strategy isn’t about chasing perfect models.
It's about building conviction in imperfect conditions.

Видео MMM Can’t See Through Fog канала Charlie de Thibault