How MMM can validate Attention Metrics

Learn how MMM, Share of Search and Attention metrics will fill the marketing measurement void

In a post cookieless world, there will be a void left in Marketing measurement and attribution. MMM will certainly fill that void. In addition to MMM, I feel Attention metrics and share of search will also help fill the void.

I wrote about how Share of Search could be utilized to validate MMM faster

In the process, the MMM + DID approach could also prove incrementality
in SOS.

𝐌𝐌𝐌 𝐚𝐬 𝐚 𝐜𝐚𝐮𝐬𝐚𝐥𝐢𝐭𝐲 𝐩𝐫𝐨𝐯𝐢𝐧𝐠 𝐯𝐞𝐡𝐢𝐜𝐥𝐞 𝐟𝐨𝐫 𝐀𝐭𝐭𝐞𝐧𝐭𝐢𝐨𝐧 𝐌𝐞𝐭𝐫𝐢𝐜𝐬

Attention metrics are good, but on its own, the best one can say about them is "Attention metrics correlates with X" where X could be brand awareness, consideration or even purchase.

We all know correlation is not causation.

So how can one layer causality into Attention metrics.

At Aryma Labs, we believe the answer lies in MMM.

In our last experiment we found that because Share of Search precedes sales, DID which tests for incremental lift in sales, would also be indirectly validating the delta observed in SOS.

Similarly we believe Attention metrics' crescendo precedes sales. DID tests hence can also validate the delta observed in Attention metrics.

Therefore much like SOS, Attention metrics too can provide quicker feedback of MMM's efficacy in comparison to sales or market share numbers.

Overall, there is a great synergy between MMM, SOS and Attention Metrics. I talked about triangulation fractals a week ago.

MMM, SOS and Attention metrics could also help in triangulating to the truth as well.

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