Subject Matter Expertise (SME) is a critical component of any modelling project.  MMM presents a wide number of contextual problems that must be properly understood into enable a viable and successful project.


The main issues in MMM are around:

  • Understanding what marketing and media investment is
  • How it works
  • How it is planned
  • How it is activated
  • The metrics it produces
  • How it is measured
  • Which of those metrics are useful in MMM
  • Understanding econometric methods
  • Understanding how to evaluate and validate models
  • Understanding and estimating channel response functions correctly
  • Understanding how econometric and machine learning techniques can be applied to marketing and media data
  • Understanding how to create actionable insight for marketers

There is no doubt that any project that does not incorporate this understanding risks producing unreliable results