Post by Ekimetrics

Weather moves your sales. Your MMM attributes it to something else. 📊 Temperature isn't seasonal noise. For categories like beverages, grocery, health, and retail, it's a structural demand factor that most models still absorb silently into the baseline. When temperature isn't isolated as a variable, its effect lands somewhere else: ➡️ Media gets over-credited when demand is already climbing ➡️ Media gets under-credited when the forecast turns against it The budget calls that follow are built on noise. The fix is one variable: temperature, modeled directly. Once separated, the signal on every other lever gets sharper. One consumer brand did exactly this. The result: 2x the short-term ROI. Find out how to add temperature to your MMM and what it means for your next budget cycle: https://lnkd.in/ezMqeJJY