Question: Which third-party measurement solutions can estimate the impact of various marketing tactics on sales and then forecast the impact of future sets of tactics?
- Marketing Mix Models (MMM)
- Offline Sales Lift
- Mobile Measurement Partners (MMPs)
The correct answer is: Marketing Mix Models (MMM)
Explanation: The correct answer is Marketing Mix Models (MMM) because these third-party measurement tools are built to measure how different marketing activities impact sales and business performance. MMMs use historical data from multiple channels such as digital ads, TV, social media, pricing, and promotions to understand what is driving results. They also help predict the impact of future marketing strategies. By using advanced statistical analysis, MMMs support better budget allocation, media planning, and return on investment optimization. In comparison, Mobile Measurement Partners (MMPs) mainly track mobile app installs and in-app activity, and Offline Sales Lift focuses only on measuring in-store sales impact. Since MMMs provide a broader, data-driven view and forecasting capability, they are the most suitable option for this purpose.
The answer(s) to the question are highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the “Amazon Ads Foundations Certification” link