Guiding MMM with Priors: Aligning Models with Real-World Performance

Marketing Mix Modeling (MMM) has long been a powerful tool for understanding marketing effectiveness, but ensuring that models reflect real-world performance requires more than just data—it requires informed guidance. That’s where priors come in.

Priors serve as directional inputs that help shape model outputs, drawing from domain expertise, incrementality testing, platform-reported performance, MTA insights, and business context. When used effectively, narrow priors improve model accuracy, reduce build time, and enhance decision-making by constraining outputs within realistic ranges. They also solve persistent challenges in MMM, such as managing correlated channels and accounting for low-spend tactics.

In this session, we’ll break down the role of priors in MMM, demonstrate their impact on model performance, and show how Rockerbox is making it easier for brands to operationalize MMM insights. Attendees will leave with a clear understanding of how to leverage priors for faster, more reliable marketing measurement and smarter investment decisions.