You’re an advertiser at a large agency, and you want to know how marketing mix models work. Which of the following descriptions explains what marketing mix models do?

• Marketing mix models evaluate a customer’s long-term marketing value to provide a more accurate view of performance.
• Marketing mix models are a way to determine the impact of a specific variable on control and treatment groups.
• Marketing mix models use conversion data to calculate the contribution of each interaction across the conversion path.
• Marketing mix models are an analysis that shows the impact of marketing on a brand’s sales.

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