How to measure Offline Media with Marketing Mix Modeling?
Offline media can be measured with Marketing Mix Modeling (MMM). MMM uses historical data to analyze the performance of various marketing tactics such as campaigns, media channels (offline and online), promotions, and so on. It offers a holistic framework, which enables marketers to understand the complex interactions between different media types and their collective impact on sales. Therefore, MMM can help make sure that you can make informed marketing budget allocation decisions across all channels.