Michael KaminskyMarketing Science | Causal Inference | Incrementality

Building a media mix model is easy - validating it correctly is not

Name: Building a media mix model is easy - validating it correctly is not
Uploaded: 2025-07-02T14:39:32Z
Channel: Michael Kaminsky
Description: This is a YouTube video titled "Building a media mix model is easy - validating it correctly is not" created in July 2025. The content features a single…

2 Jul 2025

Watch on YouTube

This is a YouTube video titled "Building a media mix model is easy - validating it correctly is not" created in July 2025. The content features a single speaker discussing the challenges and responsibilities involved in building trustworthy and valid marketing mix models, emphasizing the difficulty of creating good models despite the abundance of tutorials available.

MMM is a powerful tool for marketing measurement, planning, and forecasting. But as we all know, with great power comes great responsibility. It's our responsibility as marketing scientists not just to build a model, but to build a model that can be trusted and actually used. It's really easy to build a bad marketing mix model and incredibly difficult to build a good one. There are hundreds of videos on YouTube and tutorials that will show you how to build a model. Unfortunately, we what those videos won't show you is how to build a good marketing mix model and then how to validate it. When you're building an mmm, you have to remember there are millions of ways for the model to be wrong and only one way for it to be right.