marketing-science6 min read

Your MMM Should Not Predict Revenue

Revenue is a derived quantity. Marketing influences demand, units sold, not price. Modeling revenue directly entangles two mechanisms and produces misleading attribution.

Cyril Noirot
Cyril Noirot
March 17, 2026
Cyril Noirot

Written by

Cyril Noirot

Data scientist specializing in decision systems for forecasting, pricing, marketing measurement, and risk.

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