Top 10 challenges for implementing marketing mix models

Marketing Mix Modeling refers to statistical methods that attribute product performance to various marketing efforts. In the article below I describe the 10 most difficult challenges my team deals with when tackling these models. In subsequent articles I will discuss the different model choices along with their associated pros/cons. Enjoy the article and please comment at the bottom when you are finished. Below are the top 10 challenges faced by modelers of media mix.