This disclosure provides a method including analyzing outputs from a digital attribution system, determining potential input factor attributes that are highly correlated to output dependent variables, and generating a specification for an econometric marketing mix model, the specification including the input factor attributes thus determined. The result is a marketing mix model specification that is more accurate for backcasting and forecasting than what prior approaches can produce. In some implementations, the method may be implemented using a system comprising a processor and/or one or more computer-readable storage media that stores instructions executable by the processor to perform the operations described herein.
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McDonough, Timothy, "SYSTEM AND METHOD FOR SPECIFICATION OF A MARKETING MIX ECONOMETRIC MODEL USING FEEDBACK FROM A DIGITAL ATTRIBUTION SYSTEM", Technical Disclosure Commons, (April 02, 2015)