📔How to measure iOS post-ATT performance using spreadsheet-based Marketing Mix Models(MMM) - a case study🧮

The Mobile User Acquisition Show

We’ve talked about Marketing Mix Models(MMMs) on this podcast before - and they can absolutely be an effective tool to combat the measurement loss post ATT.

One challenge that we faced and heard about has been that MMMs and incrementality based models are really hard to implement.

As it turns out, that does not have to be the case - and we can very much build an MMM using spreadsheets, as our Senior Mobile Marketing Manager Virendra Shekhawat found out.

In today’s episode, we describe how we built an MMM using spreadsheets for post-ATT measurement. To dive in deeper, you can look at a Youtube video where Virendra walks you through an actual case study and explains the approach in much more detail. Although you can certainly go deeper using code and solutions like Facebook’s Robyn, this is a great way to get started in your efforts to measure performance more clearly post ATT.
Based on the model by Mike Taylor in his blog post: https://www.saxifrage.xyz/post/econometrics-gsheets

Link to Youtube video here: https://bit.ly/mmm-spreadsheet-model

**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/mmm-marketing-mix-models-ios-14-att/

**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog