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 »
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 …
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 »
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 »
One of the hardest things to do is get buy in from the finance team when requesting marketing budgets. This is a time consuming, difficult challenge, and how well you do determines a lot of the future success you’ll find in your role. One of the ways in which this can be easier is in …
Setting Realistic Expectations Between Marketing and Finance Read More »
In this post we collaborated with Funnel.io to show how you could use their various ad platform connectors to do linear regression in Google sheets, then showcase the result of that analysis in a chart. The use case depicted was making a report that accounts for macro trends like COVID, but this method could also …
How to make a marketing report that accounts for macro trends Read More »
In this post we cover the attribution stack, and how it relates to the impact of iOS14. This is a seminal post for anyone looking for guidance on how the analytics landscape has changed, as well as a comprehensive map of what attribution methods are out there. It was well received with the Reforge audience, …
The Attribution Stack: How to Make Budget Decisions in a Post-iOS14 World Read More »
