I've used MMM services from some of the big DTC vendors out there. Some of them are bundled with multi-touch attribution, and/or geo testing, and/or frequent rebuilds.

And I've built a few of the open-source models with Claude: Google Meridian, Robyn, and PyMC.

There's always a part where you spend a lot of time getting the data into the MMM. And then there's the part where you spend a lot of time getting data back out in a way that's fine-tuned, calibrated, passes health checks, and in general just makes sense.

Most MMMs include a chance to optimize media budgets according to their findings.

But they all end in the same way: deciding whether to act on the results. Whether to treat its outputs as true or not.

In my experience there's a little bit of internal selling you have to do when you have the MMM. It's a little big magic and untrustworthy to a lot of people.

So here is my question:

When you shop for an MMM and/or build your own... how do you use it when it's done?

• What bells and whistles do you expect it to have?
• What questions about your media are you trying to answer?
• Do you decide ahead of time how you're going to use it?
• Do you have to convince others of the results, does everyone on your team agree ahead of time on how you'll be using an MMM?
• How often do you want to rerun it?

Is anyone working on Google data studio?