Marketing Mix Modeling (MMM) has been around since the 1960s, where it was used to correlate spikes and dips in sales to marketing activity. There has been a recent resurgence of interest in marketing mix modeling, as consumers increasingly opt out of digital tracking and digital-first brands mature to offline … Marketing Mix Modeling Software: Build vs Buy Calculator Read More »| Recast
When it comes to marketing, nobody knows with 100% certainty what will work. Nobody has a crystal ball. Or do they?| Recast
One of the top challenges you might be facing working on TOFU channels is showing the ROI (Return on Investment) of your work. Here's why:| Recast
The Search Advertising Market has been valued at 178 Billion in 2021 and is expected to grow at an 8.5% Compounded Annual Growth Rate from 2021 to 2018. Search is an important part of the Marketing Mix for most companies. One of the drivers of Search Advertising’s rise is its … Are you wasting money on Branded Paid Search? Read More »| Recast
If you’re a business that relies in any way on user-level data to shape your marketing strategy, that’s not much to be hanging on to.| Recast
Explore how Google Analytics is letting marketers down based on recent changes, their implications, and alternative solutions.| Recast
How does Google LightweightMMM work? We break down the core features of Google's open-source media mix modeling package.| Recast
What is incrementality? It's about measuring what actions would not have happened without a specific intervention. For example if you spend money advertising a product, you need to know how many people bought that product because of the ad.| Recast
This article recaps the key events that have changed how brands think about tracking and analytics, and the implications this comes with.| Recast
Is brand search incremental for your brand or not? This can be a question worth from tens of thousands, up to millions of dollars.| Recast
Facebook Robyn is a popular Marketing Mix Modeling tool. It's open-source so anyone can see how it works, but we'll explain the statistics.| Recast
You can boost revenue by scientifically optimizing your marketing spend. What could go wrong? It turns out that many things can.| Recast
How does Uber Orbit work? We break down Orbit's methodology, how long it takes to run and how to action the MMM's output.| Recast
Since GDPR, iOS14, and newer privacy regulations, digital tracking has become broken. This is where Modern Marketing Mix Modeling comes in.| Recast
Since iOS14, marketers have been scrambling for a new attribution method, and Geo Testing shows promise. Unfortunately it has serious flaws.| Recast
Facebook invented a new accuracy metric, which has the effect of throwing out models that tell you your budget was wasted!| Recast
If there’s one thing everyone knows about statistics, it’s that ‘correlation is not causation’. Ice cream sales and shark attacks both rise in the summer, but one doesn’t cause another. The hot weather gets people both buying ice cream and swimming in the sea in greater numbers. If we’re advertising … Causal Inference: Where does it sit in the hierarchy of evidence? Read More »| Recast
Marketing attribution is a complex topic, and most marketers don't know all the methods available or their strengths and weaknesses.| Recast
Have you ever heard someone use the word "Bayesian", and wondered what that meant, and why it was better? You're in the right place.| Recast
Bayesian methods for Marketing Mix Modeling (MMM) have been growing in popularity. In this article, we discuss the core advantages of using Bayesian methods.| Recast
Measurement of influencer marketing is a challenge. In this article, we explore the ways in which you can most closely measure it.| Recast
You're probably modeling seasonality the wrong way. Controlling for seasonality means underspending at peak times. Learn what to do instead.| Recast