Kochava

The Power of Marketing Mix Modeling

• Marketing Mix Modeling (MMM) provides a more accurate view of incrementality than last-touch attribution (LTA), as evidenced by a case study where MMM attributed 43% more Day 7 revenue events to TikTok at a $5,000 daily spend.
• Traditional LTA is increasingly inadequate for mobile gaming due to privacy regulations like Apple’s AppTrackingTransparency and a systemic bias that undervalues top-of-funnel media.
• User acquisition costs in the gaming industry are projected to exceed $130 billion by 2025, necessitating more sophisticated measurement tools to manage rising expenditures.