Media Mix Model Cheat Sheet

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

Media Mix Model


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