---
title: Post Lab Resources
slug: gpc-amm-hol
docTags: 
createdAt: 2023-11-15T14:46:41.704Z
---

### 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:

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**Adobe Mix Modeler Lab Overview**
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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. 
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**Data Ingestion & Harmonization**
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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. 
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**Modeling, Attribution & Planning**
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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. 
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**Operational Considerations & Feedback**
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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. 
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### Presentation Deck

::File{src="https://api.archbee.com/api/presign/1Jp0iolWv35Z_mkI7oUiT/KxrwHB0bLVGlcFpj4hekq_gpc-amm-hol-20260924.pdf" label="GPC AMM HOL_20260924.pdf"}

### Recording

::embed[]{url="https://vimeo.com/1231340076?share=copy&fl=sv&fe=ci"}

### Online Resources

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[Adobe Mixed Modeler Documentation](https://experienceleague.adobe.com/en/docs/mix-modeler)
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[Mix Modeler Workflow](https://experienceleague.adobe.com/en/docs/mix-modeler/using/get-started/workflow)
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[Model Insights](https://experienceleague.adobe.com/en/docs/mix-modeler/using/models/insights#model-insights)
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[Meta Ads Source Connector](https://experienceleague.adobe.com/en/docs/experience-platform/sources/connectors/advertising/meta-ads)
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[Google Ads Source Connector](https://experienceleague.adobe.com/en/docs/experience-platform/sources/connectors/advertising/ads)
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### Survey

[https://forms.cloud.microsoft/r/ycW7KTxKd3](https://forms.cloud.microsoft/r/ycW7KTxKd3)

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/jYmovr1skfN1Wa46prs1k_gpc-survey.jpg)

### 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.