2. Customize the solution to suit the business
Marketing Mix Models offer added value: the combination of the business and media perspective in a single model, with the possibility of combining structural and actionable drivers of growth. That is why all MMM must adapt to the specific context of each advertiser. Advertisers should focus on building models that reflect their specific business context, including investment in media (offline and online), and other marketing and business variables (prices, promotions, competitors, new product launches, seasonality, etc.). The architecture of this construction has to be personalized, solid and robust in terms of methodology, following certified standards.
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