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What is MMM Input Stability?

Ensuring consistent, reliable inputs for Marketing Mix Models over time.

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What is MMM Input Stability? | Marketing Guide
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Learn about MMM input stability - why consistent input data is critical for reliable Marketing Mix Model results.
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MMM input stabilitymarketing mix model data
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MMM data qualityinput consistencymodel reliability

Definition of MMM Input Stability

MMM input stability refers to the consistency and reliability of data fed into Marketing Mix Models over time. Unstable inputs lead to unreliable model outputs.

Why Stability Matters

  • Model reliability

  • Coefficient consistency

  • Trend detection

MMM models are sensitive to input variations. Instability can cause wild swings in outputs and recommendations.

Key Input Categories

  • Spend data

  • Impression data

  • Conversion data

  • External factors

The main categories of MMM inputs and their stability requirements.

Common Stability Issues

  • Retroactive changes

  • Source switching

  • Definition changes

The most common causes of MMM input instability and how they manifest.

Monitoring Stability

Building systems to detect and alert on input stability issues before they corrupt your model.

See MMM Input Validation

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