You’re an advertiser at a large agency, and you want to know how marketing mix models work. Which of the following descriptions explains what marketing mix models do?

Written by Justin Foley in Google Ads Measurement Certification Answers Last Updated May 12, 2023
  • Marketing mix models evaluate a customer’s long-term marketing value to provide a more accurate view of performance.
  • Marketing mix models are a way to determine the impact of a specific variable on control and treatment groups.
  • Marketing mix models use conversion data to calculate the contribution of each interaction across the conversion path.
  • Marketing mix models are an analysis that shows the impact of marketing on a brand’s sales.

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How would you adapt this query to obtain cost and impression metrics by supply_source? SELECT device_type, operating_system, SUM(total_cost)/100000 AS total_cost_dollars, ((SUM(total_cost)/100000)/SUM(impressions))*1000 AS avg_cpm, SUM(impressions) AS impressions FROM dsp_impressions GROUP BY 1,2

SELECT supply_source, SUM(total_cost)/100000000 AS total_cost_dollars, ((SUM(total_cost)/100000000)/SUM(impressions))*1000 AS avg_cpm, SUM(impressions) AS impressions FROM dsp_inventory GROUP BY 1 ...

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