Question 1

What is marketing mix modeling (MMM)?

Accepted Answer

Marketing Mix Modeling (MMM) is a statistical analysis technique that quantifies the impact of various marketing activities on sales and ROI. OnOff Attribution's MMM module uses Bayesian methods to decompose revenue across all channels including offline media.

Question 2

What is incrementality testing in marketing?

Accepted Answer

Incrementality testing measures the true causal lift of a marketing campaign—how much additional revenue or conversions would not have happened without the campaign. OnOff Attribution runs geo experiments using difference-in-differences and synthetic control methods.

Question 3

How does offline-to-online attribution work?

Accepted Answer

Offline-to-online attribution connects the impact of offline media (OOH, TV, radio, events) to online conversions. OnOff Attribution uses geo-based causal experiments and brand signal proxies like Share of Search to measure the true incremental impact of offline channels.

Question 4

What is the difference between MMM and MTA (multi-touch attribution)?

Accepted Answer

MMM (Marketing Mix Modeling) uses aggregated data and statistical regression to measure the long-term impact of all channels including offline. MTA (Multi-Touch Attribution) uses user-level click-path data to assign credit across digital touchpoints. OnOff Attribution supports both approaches and helps reconcile them.

Question 5

What is a geo experiment in marketing?

Accepted Answer

A geo experiment is a controlled test that splits geographic markets into treatment and control groups to measure the causal impact of a marketing activity. OnOff Attribution automates geo experiment design, matching, and statistical analysis using methods like difference-in-differences and synthetic control.

Question 6

What is Share of Search and why does it matter for brand measurement?

Accepted Answer

Share of Search is the proportion of search queries for a brand relative to all brands in its category. It is a leading indicator of brand health and market share. OnOff Attribution tracks Share of Search alongside other brand signals like branded queries, direct traffic, and survey-based metrics to provide a holistic view of brand impact.