The Challenge of Mixed Modelling and Experimentation

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Rainamis: Your date is only as good as what you feed into it. You tend to ramp up spend on multiple channels at once and ramp down spend. She says mixed models, or like, let me look and they go back, they predate digit all right? And so she kind of talks about this blending of saying, what is my mixed model tells me i have the most uncertainty, or where am i spending the most money? Like, what of the biggest risks in rolling out experiments?"

Hey there, mister. That's a mighty nice multi-touch attribution model you're using there. It would be a shame to see it get mixed up with a media model. Or... would it? What happens if you think about media mix models as a tool that can be combined with experimentation to responsibly measure the incrementality of your marketing (while also still finding a crust of bread in the corner for so-called "click attribution")? According to a 2019 paper published by ThirdLove (which happens to have been Michael's last call on our last episode), that's a pretty nice way to go, and we thought it would be fun to see if we could raise Tim's blood pressure by giving him something to vigorously agree with for once. It was. For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the show page.