Course Requests

How to calculate if the channel is saturated.

These placements typically get a low CTR and don't show to be all that effective when evaluating on a last click model despite it being able to eat up lots of impressions. However I think if we incorporate elements from an MMM and run linear regression with the other marketing campaigns that are live, we can derive what the impact is. It may be redundant with some of the other MMM-based courses, but I think it can further build domain expertise and find other use cases to run MMM adjacent analysis.

You can also use MMM outputs to validate actual data that you are seeing. As a data analyst, a pain point often in organizations are that sometimes the data breaks. If we apply an automated MMM to compare MMMs output to actual and we see actual data having outlier data, we can investigate further. How can we best setup a process to help us be more proactive instead of reactive when cases like this arise?