Who should own MMM and incrementality, and why is “someone in analytics” not enough?
By Matilda Rydow
Categories: Competence & Team, Organisation & Operating Model, Measurement, Attribution & MMM
MMM and incrementality require mandate. They affect budget, priorities, and which truths the organisation steers by. That is why it cannot be a side task picked up when things burn. The owner needs to be able to: - Set method and standards - Educate stakeholders on what matters - Hold the source of truth together - Drive insights into decisions, not just reports In a world where more people can run an MMM in a sheet, ownership becomes even more important, otherwise quality drops and the organisation makes decisions on flawed models.
Who should own MMM and incrementality, and why is “someone in analytics” not enough?
MMM and incrementality require mandate. They affect budget, priorities, and which truths the organisation steers by. That is why it cannot be a side task picked up when things burn.
The owner needs to be able to:
- Set method and standards
- Educate stakeholders on what matters
- Hold the source of truth together
- Drive insights into decisions, not just reports
In a world where more people can run an MMM in a sheet, ownership becomes even more important, otherwise quality drops and the organisation makes decisions on flawed models.