4 challenges of MMM based incrementality models and how to mitigate them 🧮

MMM based incrementality models: Is it the light at the end of the tunnel?Post IDFA, we were quite skeptical about employing MMM based incrementality analyses in our measurements. Our opinions have changed over time and today, we believe that these models have helped us in our measurements significantly. However, it’s not always hunky-dory. There have been quite a few challenges that we encountered on the way. On the upside, we’ve also figured out how to overcome these challenges.In this...