Media Mix Modeling (MMM)

Optimize marketing campaigns across multiple channels

Determining the most effective combination of advertising and marketing channels to reach a target audience and achieve business goals is critical in today’s dynamic media landscape. Using the Databricks Lakehouse for Media & Entertainment, organizations can:

• Unify data from various channels such as TV, social media, email marketing and more
• Identify and measure marketing channel effectiveness in driving engagement and revenue
• Simulate marketing channel scenarios to improve campaign performance through fine-tuning marketing input
• Optimize media spend allocation around specific scenarios by analyzing historical data

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