This post talks about how to do Marketing Mix Modeling when you’re investing heavily in influencer marketing. We teamed up with the Influencer Marketing experts at Modash to outline the scale of the problem and how to fix it. You can read the post in full here: > When Promo Codes Aren’t Enough: Measuring Influencer …
Forecasting isn’t a hobby at Uber, it’s core to their business. Time series models help Uber predict demand so they know where to send their drivers, forecast hardware and computation requirements so their servers don’t go down, and allocate billions of dollars in annual marketing budget, the use case we are most interested in. Marketing …
We teamed up with mobile growth agency Phiture to create this post for those in the mobile space looking to get into Marketing Mix Modeling post iOS14. It walks you through what data is needed and where to find it. You can read the post in full here: > Media Mix Modeling for Mobile: What …
Media Mix Modeling for Mobile: What Data is Needed? Read More »
One of the biggest misconceptions holding back marketers to day is the myth of the brand–performance marketing dichotomy. Many newer brands go through the same cycle: They build a promising business using performance marketing They see lots of big household-name “classic” brands doing non-performance (aka “brand”) marketing They copy the playbook and start running “brand” …
Occasionally, prospective customers react with shock when we tell them that we don’t “control for the COVID pandemic”. “The pandemic really impacted our business, so how can your model be accurate if you don’t control for Covid?” they ask. The answer is simple: Recast models changes in the macro-environment, but doesn’t control for them. This …
For many businesses, email programs are a huge revenue generator. For every $1 marketers spend on email marketing, they receive $36 in return, according to 2,000 marketers who responded to Litmus’ 2020 State of Email Survey. Emails play the important role of nursing customers along their buying journey, drive retention, and cross-sell and up-sell customers …
Introduction The macro-economy in the US is tough right now. Inflation is up (driven in large part by insane gas prices) and although consumer spending remains high, many are nervous about how consumers will respond to having an ever-larger chunk of their monthly budget eaten up by fuel costs. Many digitally native brands (though not …
We partnered with Supermetrics to bring you this post on how to build an MMM feed automatically in Google Sheets. This can save you enormous time in preparing your marketing mix model, and also lets you continually updated it without going through the data gathering and cleaning exercise again. Read the post in full here: …
How to automate marketing mix modeling with an MMM data feed spreadsheet Read More »
In this post we cover a common way to make your marketing mix model work with your other attribution methods: setting Bayesian priors. This is a powerful technique which can be used not just for incorporating survey data, but also any other attribution method you deem reliable. You can read the post in full here: …
Calibrating Your Marketing Mix Model With Post-Purchase Survey Data Read More »
After Apple’s iOS14 update and Facebook’s release of the Robyn Media Mix Modeling tool, everyone has been awaiting Google’s response. Because it uses aggregate data, MMM is a solution to the death of tracking and the cookie-less future, so it’s future-proof to any changes in the rules, whether they come from Apple or government legislation. …
