[hammock]

Media mix modeling is well-intentioned but in reality a huge overpromise and highly profitable way for data scientists to snow/fleece their advertiser clients.

(More detail.. it's a bit like the Fed's inflation data: when you can manipulate the constants at will, introduce fake data as proxy for missing data, etc.. the ways and means to force a desired result are endless)

[mkmk]

There’s a lot of truth to that. When done in house, though, it can be a useful additional check on spend allocation. Of course it still becomes political if channel owners feel like their career progression depends on growing share of budget.