MMM model manual
What a marketing mix model computes, what it cannot compute, and how to read the output—from input requirements to interpretation.
What the document covers
- Why adstock (carryover) and saturation (diminishing returns) must be modeled together
- The conditions under which channel contribution becomes unidentifiable
- Why regression coefficients are not causal evidence, and when to move to a holdout
- Why the forecast band is a historical-residual reference range, not a causal confidence interval