Post Lab Resources
Executive Summary
The Adobe Technical Validation Team remotely delivered an Adobe Mix Modeler Hands-on Lab on 9/24/26. The audience consisted of individuals from marketing, media planning and data analytics teams. The Lab consisted of the following key parts:
Adobe Mix Modeler Lab Overview
Brian and Andy introduced Adobe Mix Modeler within Adobe CX Enterprise, explaining its role in unified marketing measurement combining marketing mix modeling and multi-touch attribution, with emphasis on demo environment and upcoming evolution into Marketing Campaign Analytics with a more marketer-friendly UI and AI assistance.
Data Ingestion & Harmonization
The session focused on how diverse data sources (Adobe Analytics, campaign platforms like Meta/Google Ads, offline sales, and external factors such as macroeconomic indicators) are ingested via Adobe Experience Platform and unified through harmonized data sets to prepare inputs for modeling.
Modeling, Attribution & Planning
The team demonstrated how models generate insights such as channel contribution, diminishing returns curves, incremental lift, ROI/CPA reporting, and scenario planning to optimize marketing budgets and evaluate performance across channels.
Operational Considerations & Feedback
Participants discussed challenges around heavy manual offline data inputs, reliance on finance/agency workflows, and the need for easier in-flight reporting and ROI visibility, while noting potential value in tighter integration with Adobe Customer Journey Analytics and future AI-driven Adobe CX Coworker capabilities.
Presentation Deck
Recording
Online Resources
Survey
Q & A Responses
Social data ingestion (paid vs organic Meta / social channels)
- Question: Can Meta ingestion separate paid ads vs organic social activity and its impact?
- Response: Both paid and organic social can be modeled; organic social can be added as its own channel alongside paid Meta ads.
Offline sales data ingestion (schema / pipelines / Excel sources)
- Question: How is offline sales data brought into the system (especially store-level, Excel-based reporting)?
- Response: Offline sales can be ingested via Experience Platform using schemas/datasets like any other data source, including custom pipelines. If already in Customer Journey Analytics, it can be reused via AEP without re-building separate feeds.
Macroeconomic indicators (CPI, S&P, external factors)
- Question: Does Adobe provide or support macroeconomic indicators like CPI or S&P 500 as model factors?
- Response: Not pre-packaged, but external/public datasets (CPI, S&P, weather, etc.) can easily be integrated as factors.
ROI visibility by channel in reporting
- Question: Is there a direct ROI view per channel in the reporting interface?
- Response: Yes, model insights include ROI/ROAS/CPA by channel and can be exported or used in CJA.
Sales vs conversion definition flexibility
- Question: Can the model use “sales” instead of “conversions”?
- Response: Yes, conversions are fully user-defined (sales, revenue, leads, registrations, etc.).
Agency / coworker access and collaboration
- Question: Can external agencies access or run scenarios in the system?
- Response: Yes, access can be shared or delegated depending on setup; agencies can be given controlled access.
Using CJA data for modeling inputs
- Question: Can offline or other datasets already in Customer Journey Analytics be used directly in Mix Modeler?
- Response: Yes, data in CJA ultimately comes through AEP and can be reused for modeling.
Offline data granularity (daily/store-level detail)
- Question: What granularity is supported for offline sales data (daily, store-level, etc.)?
- Response: Data can be daily and down to store/location level if structured that way in ingestion.
ROI / attribution reporting export availability
- Question: Can ROI by channel and model outputs be exported for reporting?
- Response: Yes, model outputs (ROI, ROAS, CPA by channel) can be exported as datasets or used in downstream tools like CJA.