Conflicting platform claims do not decide where the next dollar should go. Start with the available history, channel variation, and the decision at stake; if the portfolio evidence is weak, use a narrower lift test or improve the record first.
Key moments
- 0:00 Facebook and Google both claim the same sales, and the totals add up to more than the P&L shows.
- 0:35 What an MMM does: reads your sales over time against each channel’s spend and the promotional calendar.
- 1:16 The step most teams skip: checking whether their history can actually support a model.
- 1:33 The checklist: about 12 months of spend and sales, spend split by channel, and channels that changed relative to each other.
- 2:38 An MMM gives a portfolio view for budget decisions, not a permanent verdict on one channel.
- 3:05 Without that history, start with lift tests: narrow questions that need less data and later feed an MMM.