Blend big‑picture modelling with near‑term path insights to plan with confidence. Use experiments and clean‑room data to calibrate both perspectives under signal loss. Let’s begin.
MMM is strongest for ______, while MTA focuses on user‑level path signals.
single‑click last‑touch only
aggregated, long‑term and cross‑channel budgeting
printing shipping labels
pixel rendering speed
Using MMM and MTA together helps planners ______.
triangulate budgets top‑down and optimise tactics bottom‑up
replace experimentation entirely
avoid any calibration
ignore offline media
In signal‑loss conditions, a durable way to validate attribution is ______.
relying on viewability alone
running incrementality experiments alongside models
using third‑party cookies
trusting last‑click blindly
A practical workflow is: use MMM for the annual mix and ______ for in‑quarter shifts.
MTA (or calibrated platform attribution)
net promoter surveys only
procurement audits
brand color studies
One reason MMM remains viable in 2025 is that it ______.
does not require user‑level identifiers to estimate impact
needs third‑party cookies for every channel
ignores carryover effects
only works for ecommerce
When MMM and MTA disagree, a common reconciliation step is to ______.
discard MMM entirely
double the media budget immediately
freeze all campaigns
re‑specify models and align lookback windows, then test
For walled‑garden platforms, planners often access data via ______.
public click logs
screen‑scraped reports
direct raw user dumps
clean rooms with aggregated outputs for MMM and calibrated MTA
MTA should be limited to channels where ______.
no conversions occur
sufficient, reliable path‑level signals are available
only TV runs
all tracking is blocked
A best practice for planning is to refresh MMM ______ and keep MTA running continuously.
once per decade
every hour
only after a crisis
on a regular cadence (e.g., quarterly or semi‑annually)
For durable KPIs that link both methods, planners should optimise to ______.
ad server QPS
bounce rate
incremental profit or revenue rather than clicks alone
raw impressions only
Starter
Good start—review the key concepts for this topic and try again.
Solid
Nice work—tighten the nuances to level up your IMC game.
Expert!
Outstanding—your decisions will keep campaigns aligned and effective.
