While MMM is more accessible and easier to execute, there are still challenges around making an accurate, effective model:

• Understanding the business context
• Factoring in relevant variables
• Comparing different methods
• Model validation through incrementality experiments

Novice MMM practitioners might accidentally assign a significant amount of contribution from a channel or tactic that in reality is very unlikely to drive incrementality. Similarly, the tendency for open source or software based models is to over-emphasize error rates and model fits rather than their ability to accurately predict and forecast revenue impacts.

Solving for these challenges requires technical expertise coupled with business acumen built only through exposure and experience to thousands of models across hundreds of brands. Our Data Intelligence team has overseen the creation, deployment, and calibration of literally thousands of models across billions of dollars of ad spend and tens of billions in revenue.

We deploy a modern models that are:

• Based in business outcomes
• Validated for true impact
• Easily understood by media teams
• Agile and updated frequently
• Predictive and enable forecasting

Power Digital’s Data Intelligence team focuses on these five principles, working closely with our technology team to tailor build nova Intelligence. The combination of nova and our deep bench of practitioners makes us the only firm in our category to deliver with speed, scale, and impact.

Having a dedicated data scientist service your business can literally save you millions of dollars in wasted ad spend. Our flexible tech-enabled service affords the speed and agility of a software platform with the white glove tailoring of a big-fee consultancy.