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What is Marketing Mix Modeling (MMM)

App Marketing by App Masters

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MMM - Why Is It Important?

Marketing mixed modeling is a statistical analysis method that evaluates the impact of individual marketing variables and performance. It's based on machine learning, such as regression or some kind of statistical models like Bayesian model. There are actually four characteristics of MMM which gives 100% attribution credit to the single last touchpoint rather than distributing to the multiple touch points on the user journey. The second reason why we would need MMM is because of the privacy change.

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