MASS Analytics’ Post

While modeling, analysts find themselves hesitant whether to use impressions, spend, or clicks metrics to model the impact of their ads. At MASS Analytics, our approach is to look at all the available metrics and use the most appropriate one for each channel, bearing in mind the questions the client wants to answer. Here's why 👇

Spend, Clicks, or Impressions? Selecting The Right Metric to Model in Marketing Mix Modeling

Spend, Clicks, or Impressions? Selecting The Right Metric to Model in Marketing Mix Modeling

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