Meet Us at Booth 416 at MAU Vegas 2025

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We're thrilled to announce that MetricWorks will be back at MAU as a proud sponsor this year! MAU is always an annual highlight for us and and we enjoy connecting, sharing ideas, and building relationships across the marketing community. Whether you're a long-time partner or someone we haven't met yet, we’d love to see you there!

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Here’s where you can find us throughout the event:

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📍 Booth 416 – Your Go-To Spot on the Show Floor

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Stop by Booth 416 to say hello! Our team will be available to chat, answer your questions, and share what's new. Plus, we’re hosting several mini presentations throughout the conference. In these short, insightful sessions, we’ll dive into the latest trends and tools shaping incrementality. Swing by to learn something new and grab some exclusive swag!

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🍸 Happy Hour at Chez Bippy | May 21 @ 5 pm

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Join us for drinks and great company on Wednesday at 5 pm as we co-host a Hidden Happy Hour with Aarki, Almedia, and Vibe at Chez Bippy inside the MGM Grand. It's the perfect setting to unwind and meet new people.

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RSVP here: Behind the Slice: The Hidden Happy Hour at MAU Vegas

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🍽️ Dinner at Cipriani | May 21 @ 6:15 pm

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Looking for a more intimate networking experience? We’re also co-hosting a dinner with our friends at Remerge and Iterable at Cipriani on Wednesday at 6:15 PM. Expect amazing food, quality conversation, and connections that last well beyond the conference.

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RSVP here: VIP Events MAU 2025: Growth Unlocked

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We can't wait to connect and make new memories at MAU. Whether you're dropping by our booth or joining us for an evening event, we hope to see you there!

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The High Cost Of DIY: Why Building A Daily Cohorted MMM/Experimentation Platform Is A Risky Investment

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Let’s be honest, DIY projects can be fun. Building your own bookshelf? Sure. Crafting a custom marketing mix modeling and experimentation platform from scratch? Not so much. The idea of having a custom, in-house platform sounds appealing, however, the reality is that it can also be an expensive, time-consuming, and risky endeavor. Here’s why trying to build a daily cohorted MMM platform yourself might be one of the worst business investments you can make.

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1. Excessive Resource Drain

Creating a daily cohorted MMM platform isn’t a one-person job. You need a dream team of data scientists, engineers, software developers, and statisticians. Meaning that you will be responsible for paying each of these individuals their hefty salaries. Oh, and don’t forget the infrastructure costs. Unlike weekly or monthly cohorted MMM models, daily cohorted MMM exponentially increases the data volume and complexity. More data means more storage, more processing power, and ultimately, more money. Unless you have an unlimited budget at your disposal, this can be a serious financial strain.

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2. Prolonged Time-To-Value

Building a custom MMM platform can take years. Yes, you read that right. YEARS. That’s years of your competitors optimizing their marketing strategies and increasing revenue, while you’re still stuck in development. Marketing moves fast, and by the time your platform is ready it will likely already be outdated. The lost opportunity cost alone makes DIY a risky choice.

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3. Daily Cohorted Data Is A Beast

In theory, daily cohorted data sounds great. More insights should mean more accuracy, right? Not exactly. The reality is that daily data is noisy, volatile, and often difficult to model correctly. Unexplained variance can make your insights unreliable. Plus, seamlessly integrating multiple daily data sources like social media, web traffic, sales, and ad spend is incredibly complex. If your models aren’t precise, you could be making decisions based on flawed data.

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4. Ongoing Maintenance And Constant Updates

MMM isn’t a “set it and forget it” type of deal. Once it’s built, your platform will require ongoing maintenance, updates, and refinements to stay relevant. Advertising platforms frequently update their APIs, and compliance regulations shift constantly. Keeping up with these changes in-house means hiring even more specialists and investing even more resources creating a never-ending cycle.

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5. The In-House Expertise Gap

Even if you manage to build a functioning daily cohorted MMM platform, maintaining it at a high level requires expertise in advanced statistical techniques, machine learning, and data science. The challenge isn’t just hiring top-tier talent, it also means that you have to retain them. Turnover in the tech industry is high, and losing key team members could set you back months or even years.

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6. Security And Compliance Risks

Handling sensitive daily data isn’t just about processing numbers, it’s about security. Keeping up with evolving privacy laws is a full-time job. If you build in-house, your company is solely responsible for updates related to data security, and any compliance slip-ups could lead to hefty fines or reputational damage.

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Why Licensing Is The Smarter Choice

Instead of sinking millions into an in-house platform, consider licensing from a vendor that specializes in MMM and experimentation. Here’s why it’s the better move:

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1. Cost-Effectiveness

Licensing gives you a predictable, subscription-based cost model instead of a massive upfront investment. No need to worry about hiring an entire data science team or maintaining expensive infrastructure.

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2. Rapid Deployment

With a licensed platform, you can start using daily cohorted MMM insights almost immediately. Vendors provide ongoing support, updates, and maintenance so you can focus on optimizing your marketing strategies instead of troubleshooting software.

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3. Access To Industry Expertise

Vendors live and breathe MMM. They stay ahead of API changes, regulation updates, and emerging best practices so you don’t have to. You get access to proven methodologies without having to reinvent the wheel.

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4. Scalability And Security

Licensed platforms are built to scale with your business. They come with built-in compliance measures, security protocols, and the ability to handle massive data volumes without breaking a sweat.

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Final Thoughts

Building a daily cohorted MMM/experimentation platform in-house might seem like a great idea until you realize the financial, operational, and strategic burdens that come with it. The costs, delays, and risks often far outweigh the benefits. Instead, licensing from a trusted vendor allows you to leverage industry expertise, get up and running quickly, and focus on what actually matters: making smarter marketing decisions and driving revenue. At the end of the day, some things are worth DIY-ing. Your MMM platform should NOT be one of them.

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Ready to optimize smarter and scale faster?

+ To learn more about our incrementality measurement platform, visit our Product Page.

+ Read Success Stories from mobile leaders that we have worked with!

+ Book a meeting with one of our incrementality experts and Get a Demo.

Are Open-Source MMMs for You?

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Marketing Mix Modeling (MMM) has become an indispensable tool for marketers looking to measure the impact of their various advertising channels. As privacy regulations shift and third-party cookies disappear, more businesses are turning to MMM as a privacy-friendly way to analyze marketing performance.

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One option that’s gained popularity is open-source MMM models. These free to use models can seem like a great solution, especially for companies with tight budgets. However, like anything in business, they come with both benefits and challenges. If you're in mobile marketing or a related industry, it’s important to weigh the pros and cons before deciding if an open-source MMM model is the right choice for you. Here is what we’ve come to expect from open-source models:

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Pros of Open-Source MMM Models

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Free to Download: Open-source MMM models don’t require a hefty upfront investment, making them attractive for startups and smaller businesses that may not have the budget for proprietary solutions.

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Transparency and Customization: Since the code is publicly available, businesses can modify and fine-tune the model to fit their unique marketing needs. This flexibility allows for greater control over how data is analyzed and interpreted.

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Privacy Compliance: Unlike methods that rely on tracking individuals, MMM uses aggregated data, making it a privacy-safe solution that aligns with evolving data protection laws.

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Cons of Open-Source MMM Models

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Hidden Costs: While open-source MMM models may not require an upfront payment, they aren’t truly “free.” They require skilled data scientists to set up and maintain, computing power to process large datasets, and ongoing upkeep to ensure accuracy. Without the right expertise, companies may also end up making misinformed decisions, leading to costly mistakes.

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High Technical Barrier: MMM relies on complex statistical models that require a deep understanding of data science. If you don’t have a technical background (or someone on your team who does), implementing and maintaining an open-source MMM model can be overwhelming.

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Time-Consuming Implementation: Setting up an MMM model isn’t quick. Data needs to be collected, cleaned, structured, and tested before any insights can be generated. This process can take months. Time that many marketing teams simply don’t have.

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Limited Granularity and Real-Time Insights: Open-source MMM models rely on historical data, meaning they can’t provide real-time insights. This lag makes it difficult to adjust campaigns quickly, which is especially problematic in fast-moving industries like mobile apps.

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No Built-in Incrementality Measurement: MMM helps measure the effectiveness of marketing channels, but it doesn’t automatically tell you which tactics are truly driving incremental performance. Without proper incrementality measurement, businesses risk misallocating their budgets.

Open-source MMM models can be useful for businesses with in-house data science expertise, but they come with steep learning curves, hidden costs, and limited real-time capabilities. For marketers who want accurate, actionable insights (without the headache of managing an open-source MMM model) MetricWorks offers a next-generation solution that eliminates the complexities while delivering superior results. Here is what we offer:

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Seamless Integration and Experienced Guidance: Our solution is designed for seamless integration with your current MMP and compiles your data into one unified hub, and can be set up within 24 hours. No migrations or SDKs needed. You also get expert guidance from our data scientists who will work with you directly to customize the model for what you need, and serve as an extension of your team.

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Real-Time, Granular Insights: Unlike traditional MMM models that cohort data on a monthly or quarterly basis, MetricWorks delivers daily-cohorted metrics, allowing you to optimize campaigns in real-time instead of waiting for historical reports.

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Built-In Incrementality Measurement: Our platform directly measures incrementality, ensuring that you understand the true impact of each marketing channel rather than just seeing correlations.

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Proven Accuracy: By combining the best elements of MMM with incrementality testing, MetricWorks delivers precise, privacy-safe measurement, giving you confidence in your marketing decisions.

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Want to see how MetricWorks can transform your marketing strategy?

+ To learn more about our incrementality measurement platform, visit our Product Page.

+ Read Success Stories from mobile leaders that we have worked with!

+ Book a meeting with one of our incrementality experts and Get Demo.