Let’s say you spent millions last quarter on a brand campaign. Where does that show up in your MMM? Everyone wants a clean causal brand measurement chain: “we spent $1M on TV → awareness increased → revenue went up.” It’s absolutely not that simple. There are 3 main challenges for … Long-Term Effects in MMM: What You Can (and Can’t) Really Measure Read More » The post Long-Term Effects in MMM: What You Can (and Can’t) Really Measure appeared first on Recast.
