Game Data Pros CEO Bill Grosso joined the Mobile Finance Collective for a webinar on media mix modeling (MMM) in mobile games. The session began with the question at the heart of user-acquisition finance: when a studio puts more money into a channel or campaign, how much incremental revenue should it expect—and on what schedule?
Bill discussed how MMM can reconcile conflicting signals from MMPs, SKAN, self-reporting networks, and other attribution systems. He explained how aggregate time-series models can account for saturation, carryover, seasonality, major releases, promotions, and channel interactions; estimate channel contribution; and inform strategic budget allocation. He also emphasized that MMM complements rather than replaces day-to-day attribution tools—and that its findings should be calibrated and validated through well-designed experiments.
For mobile games, MMM is the most credible methodology for assessing channel contribution across today’s fragmented measurement environment. It is also the most credible way to estimate incremental ROAS—the return caused by additional spend, rather than the installs or revenue a platform happens to claim.
We are grateful to Martin Macmillan, founder of the Mobile Finance Collective and one of the industry’s leading authorities on financing user acquisition, for creating a forum where finance, growth, and studio leaders can tackle these questions together.
For more on GDP’s work in this area, see Marketing Measurement Has a Measurement Problem, Integrating Experimentation into Marketing Measurement, and 9 Overlapping Predictions About the Future of MMM.
