1. Accessing the MMM Model Settings 0:00
Navigate to the MMM results page and click on 'model settings'.
Alternatively, access it through the admin panel under 'settings' at the bottom.
2. Understanding the Model Update Frequency 0:20
The MMM model updates weekly, specifically every Sunday night or Monday morning, based on your time zone.
3. Setting Business Goals 0:38
Define what the model is optimizing for:
Revenue
Number of Customers
Profit
Number of Subscriptions
Decide whether to focus on:
New customers
All customers
4. Defining Budget Constraints 2:48
Set the budget for optimization:
Default is the previous week's budget.
Adjust based on upcoming campaigns or changes in spending.
5. Allocating Budget Across Channels 4:39
Specify how the budget is divided among channels (e.g., Google, Meta, TikTok).
Understand that the model optimizes for revenue and ROAS (Return on Ad Spend).
6. Adjusting Flexibility of Spend Allocation 6:01
Set limits on how much the model can adjust spending for each channel:
Default settings allow for 50% decrease and 25% increase.
Customize these limits based on your comfort level.
7. Utilizing Advanced Settings 6:49
Create specific constraints for certain channels (e.g., setting Google search to not increase at all).
8. Inputting Additional Variables 7:37
Include factors that may affect revenue:
Number of emails sent (Klaviyo).
Average discount percentage.
Optionally exclude these variables from the model.
9. Considering Seasonality and Halo Effects 9:11
Understand that seasonality and halo effects between channels are part of the model but not configurable.
10. Managing Amazon Spend 9:37
Decide whether to include or exclude Amazon spend and revenue in the model.
11. Saving Changes and Running the Model 10:02
Choose to replace the existing model for the current week or pre-populate settings for the next week.
Save the configuration and view the dashboard.
12. Model Refresh Timing 10:26
Note that it takes about 30 minutes to an hour for the model to refresh after running.