A media mix model is an econometric top-down model that bridges the online world with the offline one. Media Mix Models are great for assessing whether non-addressable media like TV, radio, print, out-of-home and others are pulled into the media mix model, along with external factors such as macroeconomics, weather and seasonality – all these elements can also be factored into the Media Mix Modeling’s longitudinal statistical analytics.
Media Mix Models, marketers receive guidelines, informed by advanced econometric data, that tell them which factors are most impactful in driving a lift in revenues or conversions, thus giving marketers directional recommendations on how to allocate their media budgets across offline AND online advertising to maximize impact.
