MMM, attribution, or incrementality — which do you use when? — Pinterest Marketing Data Science Data Scientist Interview

MMM, attribution, or incrementality — which do you use when?

Test selectionHard

Problem. Leadership asks you to "measure marketing ROI." You could use marketing mix modeling (MMM), multi-touch attribution (MTA), or incrementality experiments. How do you choose, and how do they fit together?

Before you reveal: say your answer out loud, as if you were in the real interview — get your reasoning across clearly first. There is no single correct answer: reading what the interviewer is really after and defending your own thinking is what makes an answer strong.