As retail media becomes a bigger part of the media mix, advertisers need MMMs that reflect how each channel actually drives results. But many MMM approaches were built around slower-building awareness channels like television, online video, and display.
The DoorDash campaigns studied work differently. They are optimized to drive transactions closer to the moment of purchase, rather than primarily build awareness over time. Applying the same modeling assumptions across very different channels can materially influence estimates of incremental contribution and ROI.
To better understand these modeling choices, DoorDash partnered with Ipsos MMA on research across six national and regional quick-service restaurant advertisers. The white paper offers practical guidance for brands and agencies looking to build more accurate, actionable MMMs.
Key takeaways
How campaign inputs can affect MMM results
Why timing assumptions matter for conversion-focused advertising
What brands and agencies should consider when evaluating incrementality
