Mobile marketers have been in the dark during the past couple of months over the measurement mess in iOS. MMMs have been around for a while to help with channel attribution. 
Recently, Facebook released their open source code Robyn to build MMMs, which we’ve written and spoken about. Today’s episode talks about Google’s solution: their LightweightMMM library.

In today’s episode, Michael Taylor, Co-Founder of Vexpower walks us through Google’s LightweightMMM, how it’s different from Robyn, and how it’s set up. 

This audio episode is an introduction to the  video walkthrough on Youtube, where Mike takes you through a screenshare of LightweightMMM and how it’s configured.

KEY HIGHLIGHTS

🌰 How is Facebook’s Robyn different from traditional MMMs

🧃 Why Facebook’s Robyn seems to more acceptable than traditional MMMs

🤿 Robyn’s open source makes it an easier model to learn

🕹 The entry of Google’s LightweightMMM

🛠 Understanding the Bayesian model, and how it’s different.

🛠 A Bayesian model is more descriptive when compared to an MMM on Excel

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/google-lightweight-mmm-mike-taylor-vexpower/

The Youtube video is here:  https://youtu.be/oRYN0V6sPlM

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Note:
1.  In a few days, we will open the doors to the third edition of our workshop series The Mobile Growth Lab, which will help you break the shackles of ATT’s measurement and performance losses and win in a post-IDFA world.
Sign up for the waitlist here: https://mobilegrowthlab.com/

2. Join The Mobile Growth Slack.  A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/
If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5

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