MMM - Features Included in Modeling
Rockerbox Marketing Mix Modeling (MMM) helps brands explore the relationship between marketing investments and other factors and their impact on revenue based on historical data. These factors include the following:
- Paid Media Channels, including both digital and offline.
- Extra Features, including non-paid media, organic activity, key dates, promotions, and others. See more examples here.
- External factors, which include variables that influence business performance but are outside your direct control.
- Note: we treat these as a subset of Extra Features.
- Seasonality, which captures predictable, recurring fluctuations in performance that happen at weekly or yearly intervals.
- Trend, the underlying, long-term pattern in a business’s performance that is not explained by media spend or external factors like seasonality.