[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fnavigating-mmm":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":367,"breadcrumbs":368,"reading_minutes":183,"category":376,"head":378},"2024-04-08T14:08:24",{"rendered":6},"\n\u003Cp>Before diving headfirst into marketing mix modelling implementation, it’s essential to consider several crucial questions. From understanding the intricacies of variable selection to aligning modelling objectives with your business goals, thoughtful consideration of the following points can pave the way for more accurate and actionable insights. \u003C\u002Fp>\n\n\n\n\u003Cp>Below, you’ll find a list of key questions to consider before embarking on your MMM journey.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"boundaries\">\u003Cstrong>Boundaries\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>What model boundaries are needed for analysis? Should the model be built at a national, regional, or individual level? How do model boundaries affect the accuracy and interpretability of the results?\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"data-granularity\">\u003Cstrong>Data granularity\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>What level of granularity is needed for modelling? Shall we use daily, weekly or monthly data? Daily data can be hard to model, and monthly data isn’t granular enough.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"variable-selection\">\u003Cstrong>Variable selection\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Which marketing and non-marketing variables should be included in the model? How do different marketing channels interact with each other and with external factors? Are there any significant drivers of sales that need to be accounted for? Do these variables explain the dependent variable enough?\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"parameter-estimation\">\u003Cstrong>Parameter estimation\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Parameter estimation is the essence of any statistical model. How are the parameters estimated in your model? Which parameters are estimated and which are chosen by the MMM practitioner? Can the practitioner justify their choice of parameters?\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"seasonality-and-trends\">\u003Cstrong>Seasonality and trends\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>How does seasonality affect sales? Are there any long-term trends that need to be captured in the model? How can seasonality and trends be separated from the effects of marketing activities?\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"model-assumptions\">\u003Cstrong>Model assumptions\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>What assumptions are made about the relationship between marketing inputs and sales outputs? How robust are these assumptions to changes in market conditions?\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"model-validation\">\u003Cstrong>Model validation\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>How will the model be validated and tested? If our model recommends increasing the Meta budget by 10%, could we do it for validation purposes?\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"stakeholder-buy-in\">\u003Cstrong>Stakeholder buy-in\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>How will the results of the market mix model be communicated to stakeholders? What level of understanding and involvement do they have in the model-building process?\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"continuous-improvement\">\u003Cstrong>Continuous improvement\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>How will the MMM be maintained and updated over time? What mechanisms are in place to incorporate new data and insights into the model? Frequent tests help to validate the model.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"cost-benefit-analysis\">\u003Cstrong>Cost-benefit analysis\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>What are the costs of building and maintaining the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">MMM\u003C\u002Fa>? What are the expected benefits in terms of improved decision-making and return on investment?\u003C\u002Fp>\n\n\n\n\u003Cp>Statistical modelling as a whole (not just MMM) is difficult. A good marketing mix model requires in-depth planning and careful consideration. As you delve into the realm of marketing measurement, it’s essential to lay a solid foundation by addressing key considerations before implementing your marketing mix model strategy. \u003C\u002Fp>\n\n\n\n\u003Cp>By carefully considering these thoughts and questions, you’ll be better equipped to construct a robust measurement framework that accurately captures the impact of your marketing initiatives.\u003C\u002Fp>\n",false,"standard",[10],41,[],[13],120,[15,16,17,18,19,20,21,22],"post-27823","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-measurement",{"page_content_modules":24,"hero":179},[25,133],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Key questions to consider when implementing marketing mix modelling",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},29,"\u002Fabout\u002Four-team\u002Fharry-brace\u002F","Harry Brace","Director, Head of Solutions","I'm the Director, Head of Solutions at Impression. I spend my time debugging and implementing tracking using Google Tag Manager, managing data warehousing platforms and building Looker Studio reports!","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":38,"job_title":34,"specialist_service_links":39,"photo":77},"\u003Cp>Director, Head of Solutions. Joined Impression in November 2017.\u003C\u002Fp>\n\u003Cp>I gained 4 years of experience as a web developer before moving to Impression as a digital account manager in 2017. I moved across to the Analytics department in 2019 and I’ve been strengthening and growing our Analytics offering ever since.\u003C\u002Fp>\n\u003Cp>Day to day, I spend my time debugging and implementing tracking using Google Tag Manager, managing data warehousing platforms and building Looker Studio reports!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding the analytics department over the last couple of years with the help of Aaron and now Alex H.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nFind me socialising, skiing or gaming.\u003C\u002Fp>\n",[40,58,68],{"page":41,"link_text":57},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":51,"guid":52,"menu_order":51,"post_type":53,"post_mime_type":45,"comment_count":54,"filter":55,"url_path":56},374,"98","2021-01-11 16:25:32","","Analytics","publish","closed","analytics","2026-08-25 10:02:52",0,"\u002F?page_id=374","page","0","raw","\u002Fanalytics\u002F","Web Analytics",{"page":59,"link_text":62},{"ID":60,"post_author":43,"post_date":61,"post_date_gmt":61,"post_content":45,"post_title":62,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":63,"to_ping":45,"pinged":45,"post_modified":64,"post_modified_gmt":64,"post_content_filtered":45,"post_parent":65,"guid":66,"menu_order":51,"post_type":53,"post_mime_type":45,"comment_count":54,"filter":55,"url_path":67},17916,"2022-06-20 08:56:55","Tag Management","tag-management","2025-03-13 14:59:15",17552,"\u002F?page_id=17916","\u002Fmedia-solutions\u002Ftag-management\u002F",{"page":69,"link_text":72},{"ID":70,"post_author":43,"post_date":71,"post_date_gmt":71,"post_content":45,"post_title":72,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":73,"to_ping":45,"pinged":45,"post_modified":74,"post_modified_gmt":74,"post_content_filtered":45,"post_parent":65,"guid":75,"menu_order":51,"post_type":53,"post_mime_type":45,"comment_count":54,"filter":55,"url_path":76},17140,"2022-05-27 14:22:19","Google Marketing Platform","google-marketing-platform","2026-08-25 10:20:51","\u002F?page_id=17140","\u002Fmedia-solutions\u002Fgoogle-marketing-platform\u002F",{"ID":78,"id":78,"title":79,"filename":80,"filesize":81,"url":82,"link":83,"alt":45,"author":84,"description":45,"caption":45,"name":85,"status":86,"uploaded_to":51,"date":87,"modified":87,"menu_order":51,"mime_type":88,"type":89,"subtype":90,"icon":91,"width":92,"height":93,"sizes":94},25135,"Harry-Brace2","Harry-Brace2.png",306919,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&q=90","\u002Fharry-brace2\u002F","12","harry-brace2","inherit","2023-10-03 16:03:03","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":95,"thumbnail-width":96,"thumbnail-height":96,"medium":97,"medium-width":98,"medium-height":99,"medium_large":100,"medium_large-width":101,"medium_large-height":102,"large":103,"large-width":104,"large-height":105,"1536x1536":106,"1536x1536-width":107,"1536x1536-height":108,"2048x2048":109,"2048x2048-width":110,"2048x2048-height":111,"post-thumbnail":112,"post-thumbnail-width":113,"post-thumbnail-height":114,"12_col":115,"12_col-width":116,"12_col-height":117,"default_landscape":118,"default_landscape-width":119,"default_landscape-height":93,"default_portrait":120,"default_portrait-width":93,"default_portrait-height":119,"6_col_and_margin_short":121,"6_col_and_margin_short-width":113,"6_col_and_margin_short-height":117,"11_col_and_margin":122,"11_col_and_margin-width":123,"11_col_and_margin-height":117,"9_col_rectangle":124,"9_col_rectangle-width":125,"9_col_rectangle-height":126,"11_col":127,"11_col-width":128,"11_col-height":117,"staff_image_696_600":129,"staff_image_696_600-width":92,"staff_image_696_600-height":93,"rectangular_thumbnail":130,"rectangular_thumbnail-width":131,"rectangular_thumbnail-height":132},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":134,"reduced":27,"top_overlap":135,"bottom_underlap":135,"disable_observer":-1,"heading":136,"cta_text":137,"cta_link":138,"items":139},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[140,154,164],{"type_key":16,"title":141,"excerpt":142,"to":143,"postedAt":144,"readingTime":145,"image":146,"authors":147,"category":151},"Beyond ad-level data: Unlocking granular product insights for Meta","\u003Cp>Standard Meta Ads reporting traditionally stops at the ad level, leaving e-commerce brands in the dark about which specific products are actually driving traffic on social platforms. While Dynamic Product Ads (DPAs) are incredibly powerful, they aggregate performance across multiple items, making it difficult to isolate individual product success.  To bridge this data gap, the […]\u003C\u002Fp>\n","\u002Fblog\u002Funlocking-granular-product-insights-for-meta\u002F","2026-06-24T14:13:48",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fallison-saeng-B7VlWt3pRM0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[148],{"name":149,"image":150},"Zoe Le","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":152,"name":153},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement",{"type_key":16,"title":155,"excerpt":156,"to":157,"postedAt":158,"readingTime":159,"image":160,"authors":161,"category":163},"Which Marketing Mix Modelling platform should you use?","\u003Cp>If you’ve decided to build a Marketing Mix Model (MMM), an important first step is to choose what platform you want to use. There are quite a few options, ranging from simple to complex, with different benefits to each You’ve probably come across these libraries already: Google’s Meridian, Meta’s Robyn, PyMC Marketing and a handful […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhich-marketing-mix-modelling-platform-should-you-use\u002F","2026-06-10T11:28:01",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fvaleria-nikitina-ie2R2t9fC9Q-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[162],{"name":33,"image":36},{"to":152,"name":153},{"type_key":16,"title":165,"excerpt":166,"to":167,"postedAt":168,"readingTime":169,"image":170,"authors":171,"category":178},"Beyond the click: Can you use MMM to prove the value of LLMs?","\u003Cp>LLMs (Large Language Models) have quickly become a significant influence on a customer’s journey, and all signs point to this influence only increasing. Even before we consider how to influence visibility across AI search, the first question we have to ask ourselves is: How do we measure the impact LLMs have on top-line results? The […]\u003C\u002Fp>\n","\u002Fblog\u002Fcan-mmm-prove-the-value-of-lmms\u002F","2026-04-28T11:48:18",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[172,175],{"name":173,"image":174},"Alex Howat","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":176,"image":177},"Petar Jovetic","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":152,"name":153},{"type":180,"style":181,"heading":28,"date":4,"updatedAt":182,"reading_minutes":183,"image":184,"imageAlt":28,"categories":185,"collections":366},"blog-post","light","2024-04-18T13:51:27",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fjon-tyson-hhq1Lxtuwd8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[186],{"id":10,"count":187,"description":188,"link":152,"name":153,"slug":189,"taxonomy":190,"parent":51,"meta":191,"acf":192,"head_links":193,"resource_count":194,"yoast_title":195,"yoast_meta":196,"yoast_json_ld":241,"_links":338,"path":152},129,"Here at Impression, ongoing research and training is a huge part of how we keep our \u003Ca href=\"\u002Fmedia-solutions\u002F\">Media Solutions\u003C\u002Fa> team up-to-date with the latest happenings in the world of web & app analytics, martech, \u003Ca href=\"\u002Fmedia-solutions\u002Fdata-science\u002F\">data science\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">media effectiveness\u003C\u002Fa>. We regularly share our thoughts on the latest digital news right here on our blog, so you can keep up to date too.\r\n\r\nFind out more about our \u003Ca href=\"\u002Fanalytics\u002F\">Analytics Agency\u003C\u002Fa> services, or browse our latest tips, advice and opinions below.","measurement","category",[],{"sub_title_override":45,"title_override":45},[],21,"Online Measurement, Analytics & Effectiveness Blog | Impression",[197,199,202,205,208,211,214,216,218,220,223,226,229,232,235,238],{"property":198,"content":195},"title",{"property":200,"content":201},"description","Keeping up to date with the latest measurement and analytics trends and strategies can be difficult. 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