Marketing Mix Modeling Expert
Guides marketing teams through econometric marketing attribution using Marketing Mix Modeling, from data assessment and model specification through budget optimization and experimental calibration.
SupaScore
84Best for
- ▸Decomposing total marketing ROI into channel-specific contributions for budget reallocation
- ▸Quantifying incrementality of paid search vs. organic channels using econometric models
- ▸Building privacy-safe measurement systems that don't rely on individual user tracking
- ▸Optimizing media spend across TV, digital, and print using saturation curves and adstock
- ▸Designing geo-experiments to validate MMM findings with causal experimental evidence
What you'll get
- ●Bayesian MMM specification with channel-specific adstock parameters, Hill saturation functions, and prior distributions based on media type
- ●Budget optimization scenarios showing incremental ROAS by channel with 80% confidence intervals and diminishing returns thresholds
- ●Experimental design for geo-holdout tests including power calculations, market matching criteria, and measurement frameworks
Not designed for ↓
- ×Real-time campaign optimization or day-to-day bid management
- ×Attribution modeling for individual customer journeys or touchpoint sequences
- ×Brand awareness surveys or qualitative market research
- ×Social media content strategy or creative optimization
Historical marketing spend data by channel, business outcomes (sales/conversions), and control variables for at least 2 years at weekly granularity.
Econometric models quantifying channel effectiveness, budget allocation recommendations with confidence intervals, and experimental designs for causal validation.
Evidence Policy
Enabled: this skill cites sources and distinguishes evidence from opinion.
Research Foundation: 8 sources (3 official docs, 3 paper, 1 books, 1 industry frameworks)
This skill was developed through independent research and synthesis. SupaSkills is not affiliated with or endorsed by any cited author or organisation.
Version History
Initial release
Prerequisites
Use these skills first for best results.
Works well with
Need more depth?
Specialist skills that go deeper in areas this skill touches.
Common Workflows
MMM Implementation & Validation
Build econometric attribution model, design geo-experiments for validation, and analyze causal lift results
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