Basics

Coefficients can be thought of as the relative incremental contributions of each channel, campaign, and site for each country and metric. Coefficients are one of the keys to any media mix model and are direct precursors to the incrementality metrics that are the final output provided by Polaris.

You can think of coefficients as a further breakdown of the marketing component of the model. Within the marketing component, a specific media mix combines to promote the app, acquire new users, and generate performance. That media mix is encoded in the model as spend and/or impressions at varying levels of granularity. Each channel, campaign, and site, may be contributing to incrementality across the various metrics. The coefficient is the quantification of that contribution. Higher coefficients represent greater incremental contributions.

Updated on: 22/08/2022