Should I do an MMM project, or utilize a continuous MMM approach?

A one-off MMM project gives you a snapshot. It shows how well your past media mix worked, but the results age as your campaigns, channels and market change.

Continuous MMM updates the model as new data arrives. You can test and learn on an ongoing basis, react to changes in marketing effectiveness sooner, and forecasts can improve with each update. Sellforte runs MMM as a continuous service, and the original blog post below explains why.

Original blog post: https://sellforte.com/blog/why-you-should-use-continuous-marketing-mix-modeling/