One of the core problems to solve when doing marketing mix modeling (MMM) is handling how the results from a previous period ‘carry over’ into the next period. In marketing we know that the full effect of advertising isn’t felt on the same day or week in which the campaign ran. For example a memorable …
Adstocks: Accounting for the Lagged Effect of Advertising Read More »
The team at Meta did another Marketing Mix Modeling summit last week, and given the popularity of the last one we covered, we thought we’d do it again. This summit covered a lot of familiar themes – e.g. the loss of tracking from iOS14 – but with a particular focus on the mobile gaming industry. …
If you’re in the marketing world, you’re probably familiar with marketing mix modeling (MMM), one of the attribution methods popularized since Apple limited tracking in iOS14. MMM is a statistical technique that helps marketers allocate resources across different channels based on past performance. However MMM works based on historical data, which you don’t have when …
Why Marketing Mix Modeling doesn’t work for new channels (and how to fix it) Read More »
The Marketing Science team at Meta set the Marketing Mix Modeling world alight when they released Robyn, their open source solution. Entering the market at a time when everyone was scrambling to solve the iOS14 problem, helped to introduce the method to a wider audience, and validate that it was a reliable approach to use. …
In the advertising world the impact of iOS14 has been apocalyptic. Offering users the ability to turn off tracking, has left a huge hole in the analytics tools marketers rely on to measure the performance of their campaigns. Meta advised they took a $10 billion hit in revenue as a result, although the fallout is …
Your email open rates aren’t as good as you think they are Read More »
This is our second feature in the much exalted Reforge blog, this time talking about how to make big bets in your testing program. The key insight is that it might feel safer to limit your ambition when running experiments, but actually nothing costs more than failing to learn anything of consequence. You can read …
Some Testing is a Waste of Time: Making Business Cases for Big Bets Read More »
Podcast advertising is a form of digital advertising that allows companies to place ads in podcasts. This type of advertising can be used to target a specific audience, and it can be an effective way to reach potential customers who are interested in the topics covered in the podcast. Podcast advertising is an important part …
Business environments are messy; people with different responsibilities need to work together on decisions quickly and without perfect information. That means that sometimes the statistically perfect approach isn’t the best one; faster or less-risky methods that are just good enough can work better than a fully reliable approach that takes several months. A recent post …
When setting up e-commerce conversion tracking, you’ll often find that most of the events worth tracking are online such as add to cart, checkout sessions or online transactions. However this conversion tracking model doesn’t work well with bespoke, high cost e-commerce shops. I quickly discovered this whilst working with william walter, an antique silver e-commerce …
Recovering 300% More Revenue by Matching Online Activity to Offline Sales Read More »
A few years ago I was running Facebook advertising for an eCommerce store selling print-on-demand products across Europe: think posters, framed pictures but later also t-shirts and hoodies. We were VC-funded, so predominantly cared about growth in the early stages, thinking that focussing our efforts on driving revenue should do the trick. After all, who …
