"Market mix modeling and attribution modeling are two separate pieces of the puzzle" A quick guide on difference between MMM and attribution modeling!
Many ecommerce/DTC brands are now exploring market mix modeling (MMM). It's natural to compare MMM results with those from attribution models. But are they really comparable? They aren’t usually directly comparable. Here’s why: Mix modeling considers long-term data, often going back at least 2 years. This means MMM captures the systemic strengths of each channel for the brand, averaged over a longer period. On the other hand, attribution models are engagement-based (click/view) and often heavily weighted towards recent touchpoints. While they lack long-term memory, they respond well to tactical changes. In summary: Mix modeling > "This summer has been hot!" Attribution model > "This week has been hot!" Mix modeling and attribution are two different pieces of your marketing puzzle. Each provides valuable insights, but they serve different purposes. What’s your experience with results from both MMM and attribution models? How often do they agree/disagree?
