Adapting Modern MMM Techniques to Diverse Industry Requirements
Oct. 2, 2023 | By Mass Analytics
E-commerce providers are marketplaces that sell their own products or products from other brands on their websites. Besides modeling their sales, these companies are also interested in disentangling any brand awareness impact.
To do this, they would usually use nested modeling to build a nested model using Google search index as a proxy.
In one of the cases, we collaborated with a global Marketplace, they wanted to measure the impact of their digital investment on sales. They had multiple products sold on the website and recognized that awareness has an important indirect effect on the sales of their products. To answer their question, we built a nested model for Google Brand Index and were able to disentangle this effect.