Technical
MTA to MMM Data Requirements
Data requirements and considerations for transitioning from Multi-Touch Attribution to Marketing Mix Modeling.
Page Metadata
- Meta Title
- MTA to MMM Requirements | DataInc.ai
- Meta Description
- Learn the data requirements for moving from MTA to MMM including granularity, aggregation, and time series needs.
- Primary Keywords
- MTA to MMMattribution migration
- Secondary Keywords
- marketing mix modelingmulti-touch attributionmeasurement migration
Why the Shift to MMM?
Privacy changes
Signal loss
Cross-channel measurement
Understanding the drivers behind the industry shift from user-level MTA to aggregate MMM approaches.
Data Granularity Differences
User-level vs aggregate
Time granularity
Geographic granularity
MMM operates at different granularity than MTA. Understanding these differences is critical for data preparation.
Required Data Sources
Spend data
Impression data
Conversion data
External factors
Core data requirements for feeding an MMM model, beyond what MTA typically uses.
Historical Data Needs
Time series length
Backfill requirements
Data consistency
MMM requires substantial historical data. Plan for backfilling and maintaining consistency.
Quality Requirements
Completeness
Accuracy
Consistency
Data quality standards that matter most for MMM reliability.