The more you want to learn, the more data you need.
MMM works best when you have time on your side, movement in budgets, and a focused set of questions. The tiles below outline the key signals that indicate readiness for a successful MMM project.
Signal
2+ years of weekly data (or 4-5 years monthly) allows the model to see seasonality and trends.
Signal
Flat budgets hide impact. Sensible increases and decreases are required for the model to learn.
Signal
Every channel, control, and seasonal factor costs data. Start with a focused scope.
Signal
Use a consistent metric like revenue or conversions. Noisy or sparse data may need aggregation.
Signal
While there's no magic number, MMM becomes more cost-effective as media spend grows ($1M+/yr).
Signal
Markets change. Plan to retrain your model on a cadence that matches your planning cycles.
Not sure where you stand? goodaaron@causalscience.com