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?

  • 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.