How To Make the Most of Your Marketing Analytics in 2020

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Demystifying MMM

Uncovering the Realistic Capabilities of Marketing Mix Modeling   It’s 2017: you’re explaining to your CMO, CFO, and other department leads about the vast opportunities that Marketing Mix Modeling (MMM) can unearth for your brand. You run your audience through various scenarios and examples that showcase these opportunities in detail. The promise of a ‘new …

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Should MMM Reports Be Vendor-Based?

Traditionally, marketing mix models (MMM) have analyzed performance by channels – such as TV, print, radio, and digital – all because it aligned to how media was bought. Nowadays however, buys are increasingly integrated, meaning that media conglomerates like Comcast, Facebook, and Google package multiple channels together. When channels like TV and digital are bundled …

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Potential implications for marketing, measurement and ROI in a post-GDPR world

*This is an except from a larger piece written for WARC AdMap in their May 2019 edition. To view the full piece, visit www.warc.com   With nearly one year under its belt, the implications surrounding marketing and digital measurement in a post-GDPR world are just beginning to emerge. Multi-Touch Attribution (MTA), the model that utilizes digital …

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The Future of Media Measurement

Has the time for an accountability approach arrived?  After the recent news of Comscore’s Chief Executive Bryan Wiener and President Sarah Hofstetter stepping down, we started thinking about the future of media measurement and reporting. As a category, the currency for trading is suffering; with investment dollars increasingly shifting out of TV and into digital, companies like …

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An Open Conversation about MTA

A short history lesson in the development of Media Mix Modeling (MMM) and Multi-Touch Attribution (MTA) may be all one needs to understand their essential differences. Traditional MMM – a mature, decades-old solution, founded by economists – is backed by an economic theory that substantiates causation behind the models.       MTA, on the other …

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Build, Borrow or Buy: Analytics Enablement for In-House Marketers

Few companies are achieving advanced marketing analytics at scale despite the benefits of doing so. Analytics should offer the prospect of improved efficiency and effectiveness in demand generation management. The dream of profitable growth for a company is potentially in reach with an analytics culture that drives both tactical and strategic decision-making. What then is …

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