Why Media Mix Models Need Calibration

Episode 18 of Marketing Analytics with Fexingo dives into the critical but often overlooked step of calibrating media mix models against real-world experiments. Lucas and Luna explore why even sophisticated MMMs can produce misleading results without calibration, using the example of a DTC brand that ran a geo lift test only to discover their model had over-allocated 25% of budget to paid search. They discuss common calibration methods—geo lifts, on-off tests, and incrementality experiments—and explain why calibration isn't a one-time fix but a continuous process. If you're using MMM to guide budget decisions, this episode will help you spot when your model is lying to you. #MediaMixModeling #MarketingAnalytics #Calibration #GeoLiftTest #Incrementality #BudgetAllocation #DTCBrand #PaidSearch #MarketingROI #DataScience #Attribution #Experimentation #MarketingStrategy #Business #Marketing #FexingoBusiness #BusinessPodcast #LucasAndLuna Keep every episode free: buymeacoffee.com/fexingo