The fundamental output of a Marketing Mix Modeling project is based on the Model. During the Modeling phase, the analytics team needs to dive deeply into the statistical details and specifications to make sure that the overall model is robust and ready to be shared with the stakeholders.

Contribution is the impact that a specific variable has on a KPI or a dependent variable. While ROI is used to measure the efficiency of a specific media or marketing activity. It could also be used to compare the efficiency between different media or marketing activities. Learn how to leverage the relationship between ROI and contribution for better optimization decisions.

Episode 6c outline:
1:51 Contribution Calculation​
5:44 The Reference Point​
10:07 Aggregated/Grouped Contribution​
10:46 Return On Investment​
14:26 ROI & Contribution​

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