What do marketing mix models show advertisers?

1. They’re a way to determine the impact of a specific variable on control and treatment groups.
2. They evaluate a customer’s long-term marketing value to provide a more accurate view of performance.
3. They use your conversion data to calculate the contribution of each interaction across the conversion path.
4. They’re an analysis that shows the impact of marketing on a brand’s sales.

Correct Answer:

• They’re an analysis that shows the impact of marketing on a brand’s sales.

Explanation: Marketing Mix Models (MMM) are analytical tools designed to highlight the influence of marketing on a brand’s sales. They offer value for businesses investing heavily in offline media or those operating predominantly through physical stores. MMMs account for a myriad of sales-driving factors, including various media and marketing channels, brand perception, the economy, and competitor activities. Despite being a demanding process, MMMs offer a robust way to determine the impact of different media channels on sales.