The MMM + Incrementality Flywheel
The MMM + Incrementality Flywheel — geo holdout → iROAS → Bayesian priors → MMM calibration — converts incrementality from a one-time audit into a continuously improving measurement system built on the warehouse.
Scale
Gold standard: Bayesian MMM running weekly, continuously calibrated by geo experiments
Before
Incrementality as a one-time audit — discrete experiments with no feedback loop into the measurement model
After
28-day geo holdout → iROAS with confidence intervals → Bayesian priors updated → MMM calibrated even for channels not currently being tested → repeat weekly
Key Insight
The warehouse is the integration point where experiment results, media data, and model outputs all converge — not just storage. This flywheel is what separates mature measurement programs from immature ones.
In a Snowflake Conversation
This flywheel is what separates mature measurement programs from immature ones. The warehouse isn't just storage here — it's the integration point where experiment results, media data, and model outputs all converge.
My Read
Practitioner commentary coming soon.
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