Reading a mix model report

What's inside

• The seven things to read, in order: data, fit on unseen weeks, ranges, channels the data can’t separate, contribution and return, response curves, recommendations
• Eight red flags, from “no ranges anywhere” to “every channel looks profitable”
• Eight questions to ask whoever built the model
• A plain-English glossary: baseline, carryover, saturation, priors, credible intervals and more

Who it's for

Anyone who receives mix model results from an agency, vendor or internal team and has to decide whether to act on them.

How to use it

1. Read sections 1 to 3 before looking at any channel results.
2. Tick off the red flags as you go.
3. Send the questions to the modeller before the results meeting.

Related reading

• Five checks before you trust a mix model
• When two models disagree, that's the finding
• Channels that move together can't be told apart

Free to use within your organisation. Please don't resell or republish it. Download terms

Examples and charts in this resource use illustrative data.