Since the launch of Facebook’s Robyn open-source MMM package, building a model in house feels more accessible to people. It’s always their first question to me: why not just use Robyn for free?
First we have to dispel the myth that open-source means free. The model is freely available, but that’s only one small part of the overall MMM process. In addition, if you’re spending over $100k a month on media, using a less accurate model can cost you thousands of dollars, even millions if you’re a spending substantially more. Robyn is a great option for some use cases, but be realistic about the true cost of “free”.