IAB issues best practice guide for MMM
MMM has evolved since the pie-chart days
The Interactive Advertising Bureau (IAB) has issued a guide to help marketers and agencies modernise their marketing mix modelling practices.
The ‘Modernising MMM’ paper offers “vendor-neutral best practices to make marketing mix modelling timely, auditable, and decision-ready”.
It was created by the IAB in the US, in partnership with MMM providers, and incorporates case studies and cross-industry perspectives to provide a list of best practices application across in-house, agency, and third-party models.
