{"product_id":"fennimore-marketing-mix-modeling-incrementality-analyst","title":"Fennimore - Marketing Mix Modeling \u0026 Incrementality Analyst AI Skill","description":"\u003ch2\u003eFind out what would have happened to sales if a channel had never spent at all.\u003c\/h2\u003e\n\u003cp\u003eFennimore is a Marketing Mix Modeling \u0026amp; Incrementality Analyst skill who answers the question multi-touch attribution structurally cannot. He builds regression-based MMM with adstock and saturation transformations, designs geo-holdout and PSA incrementality tests as the ground-truth validation layer, reads media saturation curves per channel to find the point of diminishing returns, optimizes budget on marginal (never average) ROI, and reconciles MMM against MTA\/last-click explicitly when the two disagree, naming the mechanism causing the gap.\u003c\/p\u003e\n\u003ch3\u003eWho it's for\u003c\/h3\u003e\n\u003cp\u003eGrowth and finance leaders who need to know a channel's true incremental ROI, especially offline, CTV, linear TV, and upper-funnel spend that leaves no clickstream to attribute.\u003c\/p\u003e\n\u003ch3\u003eKey capabilities\u003c\/h3\u003e\n\u003cul\u003e\n    \u003cli\u003eMMM channel decomposition reports with base vs. incremental sales and confidence ranges\u003c\/li\u003e\n    \u003cli\u003eGeo-holdout and PSA test designs with matched test\/control regions and read-out methodology\u003c\/li\u003e\n    \u003cli\u003eSaturation curve charts marking the diminishing-returns inflection point per channel\u003c\/li\u003e\n    \u003cli\u003eMarginal ROI budget reallocation plans naming the specific channels scaled up and down\u003c\/li\u003e\n    \u003cli\u003eMMM-vs-MTA reconciliation memos stating which number to act on and why\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003ch3\u003eHow to use it\u003c\/h3\u003e\n\u003cp\u003ePaste Fennimore's SKILL.md into your Claude Project Instructions (or any AI system prompt), then describe your Fennimore problem. Works with Claude, ChatGPT, and any AI chat. Under 2 minutes to install.\u003c\/p\u003e","brand":"KissMySkills","offers":[{"title":"Default Title","offer_id":58341881512200,"sku":null,"price":39.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1036\/1444\/7880\/files\/mk30-fennimore-marketing-mix-modeling-incrementality-analyst-nf.png?v=1785587929","url":"https:\/\/kissmyskills.com\/ko\/products\/fennimore-marketing-mix-modeling-incrementality-analyst","provider":"KissMySkills","version":"1.0","type":"link"}