Panel Discussion
Carl Mela (Duke University) helmed a panel of the day’s presenters to further review the “vanguard work of MMM in 2022.” Granularity inspired the most debate among the panelists, with other topics including causality, cadence of modeling vs. decision-making, false trust in priors, marketing mix model (MMM)’s worst mistakes and lack of precision, and methods for long-term ROI and branding meriting discussion.