IAB Australia unites the MMM world for how-to guide
IAB Australia has released a how-to guide for those looking to explore the market mix modelling landscape, bringing together 12 of the country’s active MMM players to explain their products and methodologies to the wider sector of marketers, agencies, and media owners.
The 141-page report was prepared by IAB’s ad effectiveness council, and features the expertise of a number of competitors in the MMM space, including Mutinex, Meta Open Source (Robyn), Kantar, Google (Meridian), Annalect, Gain Theory, Analytic Edge, Lifesight, Analytic Partners, Prophet, Recast, and Circana.
It lays out the different methodologies of the companies, which range from econometric models to machine learning. For each company, the report goes through the validation practices, data requirements, refresh cadences, and decision-support capabilities, with numerous examples throughout.
