Learn the difference between average ROI and marginal ROI in media mix modeling (and why both are so important to consider).| Recast
Airbnb famously turned off their paid media and argued it turned out to be a successful decision. But was it?| Recast
Guide execs beyond last-touch—learn why incrementality matters and how to drive data-driven marketing decisions.| Recast
A guide on how to prioritize marketing tests by impact—not just precision—when you can’t run them all.| Recast
How can marketers track what cannot be tracked? The ‘dark funnel’ is one of the main challenges we all face when it comes to attribution.| 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
In this article, we will explore the implications of ad blocker adoption for advertisers and how to adapt to this trend.| Recast
Combining MMM with Conversion Lift Studies offers a clearer insight into marketing efficiency. But how do they enhance the accuracy of MMM?| 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
Learn how to pitch MMM and Incrementality to your finance and executive teams with our practical template guide.| Recast
Discover the top 9 questions to ask MMM vendors or your marketing science team to ensure effective media mix modeling.| Recast
There are three main ways that consumer brands measure marketing effectiveness. Here's why you should use all three of them together.| Recast
Discover 10 common pitfalls in building marketing mix models and learn how to avoid them for better decision-making.| Recast
Discover how parameter recovery techniques can enhance the accuracy of your statistical models and yield reliable insights.| Recast