How to integrate COADs ?

[MarionVichery]

Hello,

As part of a project, we would like to include COADS in our MMM model. What is your recommendation ? We would like to avoid the approach "splitting each media between Coads and No Coads" to limit the explosion of the number of features.

Thank you for your help !

[cpulavarthi]

Hello @MarionVichery,

Thank you for contacting us!

Could you please let me know what you wish to achieve by including COADs in your MMM model? If your goal is to understand the ROI of each COAD media, then the only way to achieve that would be treating them as separate channels.

Do reach out if you have any further questions or suggestions.

Google Meridian Support Team