Hierarchical models provide detailed performance insights by breaking down a main MMM model into secondary models, focusing on specific channel tactics while excluding baseline factors. This allows for precise estimation of the contribution and iFactor of each tactic.

Hierarchical model a354f132b8 - Lifesight

Key benefits:

  • Gain granular insights into specific tactics within broader marketing channels.
  • Improve MMM by accounting for multiple channels and tactics simultaneously.