Should You Include Branded Keyword Paid Search Spend in Marketing Mix Modeling (MMM)?
LinkedIn is definitely the place to go if you want to exchange knowledge and insights with professionals. In this thought-provoking post, Steve Kozel raised a controversial question to marketing mix modeling (MMM) experts: "Should branded keyword paid search spend be included in MMM?". This questions opens up a critical discussion on the integration of branded keyword paid search into MMM to understand its return on investment (ROI), incrementality, and saturation curve. In this blog post we will do our best to answer this question based on our experience at Sellforte.