Abstract

This report presents a novel approach to validate the efficacy of Marketing Mix Modelling (MMM) using Difference-inDifference (DID) technique. We use DID to measure the impact of MMM by comparing outcomes from two markets-one receiving increased marketing investments and the other maintaining existing strategies. The results confirm the causal effects of MMM interventions, demonstrating DID's utility in showing MMM's practical benefits and encouraging its broader adoption.