Insightful attribution models have long been the analytics goal of B2B marketers. But with complex paths, missing channels, privacy concerns, and difficulty tying attribution to spends, they’ve been a bit of a miss. Media mix models make up for those gaps and are starting to make inroads in B2B, having been successful for over a decade in B2C.

The greatest benefit of MMMs is that after the model is built, it’s easy to run what-if budget scenarios across a range of values to produce optimal channel mix recommendations that maximize pipeline.

In this 1-page cheat sheet you’ll learn:

• What MMMs are
• Why you should care
• What makes them hard
• Dos and Don’ts
• Steps to get started
• Links to additional resources