MMM Academy Item: Appendix: How to Measure Anything

Being Thoughtful About “What’s My Email ROI?” 

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, …

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The Conundrum of Brand Search: Is it Incremental and Actually Driving You That ROI?

Knowing whether brand search is incremental for your brand or not is often a question worth tens of thousands, hundreds of thousands, or millions of dollars. It directly impacts your overall marketing strategy and your budget allocation.  The answer to that question is often brand-specific and we can’t tell you …

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‘How did you hear about us?’ survey and the limitations of current measurement techniques

In the world of website analytics, the concept of “dark social” has emerged as a significant challenge for accurate channel/source reporting. It refers to web traffic that is incorrectly attributed as “direct” in analytics when, in reality, it is driven by social networks and other hidden referral sources. This phenomenon …

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Unraveling the Impact of Pull Forward Promotions: Are They Really Incremental?

Sales and promotions are a tricky concept and many ecommerce brands struggle to measure them correctly. We’ve all seen the marketers who, after running a sale, go on Twitter to celebrate their “biggest day ever.” But was it the right thing for the business? It’s important to have a much …

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When Promo Codes Aren’t Enough: Measuring Influencer Campaigns with Marketing Mix Modeling

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 …

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