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Navigating the MMM Dashboard Results
Navigating the MMM Dashboard Results

How to use MMM dashboard

K
Written by Kevin Wolf
Updated this week

1. Accessing the MMM Results Page 0:09

  • Navigate to the MMM Results page in two ways:

    • Go under 'More' and click on 'Marketing Mixed Modeling'.

    • Customize the navigation bar for easy access.

    • Alternatively, access it from the Model Settings by clicking 'View Dashboard'.


2. Overview of Model Settings 0:31

  • The model focuses on optimizing for New Customer Revenue.

  • Key metrics:

    • Optimized vs. Expected New Customer Revenue:

      • Expected: Simulation of revenue based on current spend.

      • Optimized: Maximum revenue potential based on simulations.


3. Understanding Revenue Predictions 1:36

  • Example prediction:

    • Spending $622,000 this week.

    • Expected revenue: $583,000 with a 0.94 new customer ROAS.

    • Optimized potential: Increase ROAS by 12% to 1.05, leading to additional revenue.


4. Custom Spend Integration 2:39

  • Ability to add custom spend (e.g., mailers, TV) to the MMM model.

  • Documentation available for integrating custom spend into TripleWhale.


5. Daily Spend Recommendations 3:37

  • Expected daily spend on Google Ads vs. optimized recommendations:

    • Current expected: $13,576.

    • Optimized recommendation: $11,428 (16% reduction).


6. Campaign Type Analysis 4:49

  • Model operates on segmented campaign types (e.g., Performance Max, Brand).

  • Recommendations are based on historical performance of each segment.


7. Marginal New Customer ROAS 6:36

  • Definition: Expected return on the next dollar spent.

  • Example:

    • Performance Max: Next dollar yields higher ROAS.

    • Retargeting: Lower expected return, indicating saturation.


8. Pacing Towards Revenue Goals 8:10

  • Comparison of predicted vs. actual revenue:

    • Blue line: Optimized revenue goal.

    • Green line: Actual revenue.


9. Model Fit and Historical Performance 9:20

  • Evaluation of model accuracy:

    • Metrics include MAPE, CRPS, Pearson, and R-squared.


10. Training vs. Testing of the Model 13:14

  • Training Phase: Model learns from both spend and revenue data.

  • Testing Phase: Model predicts revenue based solely on spend data.


11. Summary of Recommendations and Insights 15:38

  • Top-line recommendations:

    • Confidence score, budget recommendations, pacing towards predictions.

    • Breakdown of performance by channel and campaign type.

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