There’s a lot of confusion from marketers about the right way to use lift tests or incrementality experiments to calibrate the results of a media mix model (MMM). We see questions like: Should I use experimental results from other brands or products to calibrate my MMM? What if I have multiple different experiments, how do I choose which one to use? Won’t experiments just bias the MMM’s results? You need to be thoughtful when incorporating information from incrementality experiments into an MMM, so in this post we’ll: Talk a little bit about the theoretical relationship between incrementality experiments and MMMs. Answer commonly asked questions. Then share some guidelines for the appropriate way to do calibration. Why Calibrate? The goal of…