Analytics
Campaign Taxonomy and MMM Readiness
Why most of an MMM project is data cleaning — and how governed taxonomy removes that work at the source.
Why MMM depends on taxonomy
Marketing Mix Modeling estimates the contribution of each channel and campaign to outcomes. It depends on clean, consistently classified spend and performance. When campaign names and UTMs are inconsistent, the data cannot be classified reliably, and the model inherits the noise.
Cleaning at the source
Most of an MMM project is data preparation. A governed campaign taxonomy moves that work upstream: by enforcing consistent, validated values at the point of campaign creation, the data arrives MMM-ready, cutting prep time and improving model reliability.
AI-ready as a bonus
The same clean, governed taxonomy that makes data MMM-ready also makes it AI-ready: AI agents that generate or classify campaigns can rely on the official allowed values instead of inventing them, keeping AI-assisted campaign creation compliant.
Put this into practice
Standardize and validate campaign names, UTMs, and metadata with UseTaxonomy.
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