As more marketing teams understand the need to add new measurement methods beyond digital tracking, we expect more and more emphasis on MMM and experiments. Experiments and MMM can be very complimentary – but they have to be done well. One of the challenges with both methods is that they’re time-consuming and take time to …
Introducing Media Mix Modeling (MMM) into your organization is a decision that requires careful consideration and due diligence. MMM is hard, and it’s worse to do it badly than to not do it at all. If you’re starting to consider how to do MMM, you might be thinking about whether you should do it in-house …
9 Questions to Ask Your MMM Vendor (or Internal Marketing Science Team) Read More »
If you want your company to start using MMM, you’ll have to get buy-in from your finance and your executive team, but it’s always hard to change the status quo within an organization. This can be a real problem – especially if your executive and finance team is currently only looking at the last-touch attribution …
TikTok’s new Attribution Analytics was just launched in September 2023 and it is meant to be a significant advancement in measurement solutions for media buyers – but is it? According to TikTok’s team, traditional last-click models were failing to capture the full range of conversions driven by the platform. Their survey – which we …
Is TikTok’s New Attribution Analytics Measurement Tool a Game-Changer for Marketers? Read More »
Marketing Mix Models (MMM) are very complex, and the choice of the parameters your data scientists choose can really influence the results you will get. If the model allows for your analyst to guess, check, and set parameters until things look right to them, there’s a high chance the end results might be biased. Yes, …
How to reduce bias in your marketing mix modeling (MMM) with better parameter settings Read More »
MMM is hard enough — but it’s just impossible if you don’t have the right data. Getting good, clean, and ideally automated data is critical to run a really good model because, without it, your model will take so much longer to set up and train – and it won’t be able to report accurately …
What Data is Needed for Marketing Mix Modeling (MMM)? Read More »
Marketers hate planning season. It can often feel like an impossible task: you’re being asked to predict the future in an industry where consumer sentiment (not to mention channel performance) can change suddenly and where multi-touch attribution tools (MTA) can’t be used for reliable predictions. Over the last few years marketing mix modeling (MMM) has …
People who have been around the world of marketing mix modeling (MMM) for a while are often shocked that Recast is designed to be refreshed on a weekly cadence. “How are you able to do in a week what it takes many other vendors months to do?” they might ask. There are two main answers …
It’s a question as old as Adwords: is my branded search spend truly incremental? Branded search ads are those that are attached to brand-name keywords, like “Tide” instead of “detergent”. Ads that show when someone searches for a brand name tend to (at least seem to) perform very well, but it stands to reason that …
Every marketer whispers “here we go again” to themselves every time a new iOS update from Apple is announced. And it makes sense – iOS14 completely changed the way brands run paid social, and iOS 15 made us question open rates. With increased privacy regulations, marketers who rely on digital tracking are losing more and …
Upcoming Privacy Changes by iOS 17 and its Impacts on Tracking Read More »
