sellforte - kn

Marketing Mix Modelling (MMM) projects have a somewhat bad reputation; traditionally they’ve been cumbersome, grueling, and reactive – just the opposite of what marketing is by nature. Here are some of the most excruciating pitfalls of MMM projects

Google Analytics has been the #1 tool to track how different campaigns and channels are driving conversions. It should not, however, be the only source of truth when planning your next digital campaign.

Google Analytics has been the #1 tool to track how different campaigns and channels are driving conversions. It should not, however, be the only source of truth when planning your next digital campaign.

As The Economist put it: “If they CMO can’t present what drives engagement in a compelling way to the CFO then they won’t pay attention.”

In 2020, World Federation of Advertisers conducted its largest global study to date , surveying 683 leading marketers from over 30 countries together with a global market research agency 2CV . The goal was to find out what are the biggest challenges today’s marketers face, what can be done to bridge any skill gaps that exist, and what else CMOs need to be conscious of to succeed into the 2020s. The massive research defined three core categories:

One of the least pleasant tasks in marketing is determining which campaigns (and parts of each campaign) are bringing home the bacon (and which ones leave you empty-handed). This is usually due to the task at hand being quite laborious, the tools developed for specific channels and not for a holistic approach, and the outcome ending up too cryptic for actionable next steps.

One of the least pleasant tasks in marketing is determining which campaigns (and parts of each campaign) are bringing home the bacon (and which ones leave you empty-handed). This is usually due to the task at hand being quite laborious, the tools developed for specific channels and not for a holistic approach, and the outcome ending up too cryptic for actionable next steps.

Some good news – Marketing Edition # 3

True to the original format – John Krasinski’s Some Good News – the goal of this series is to share some upbeat happenings from past weeks to the midst of all of the crisis alerts. As we all know, it’s currently very tough out there. It’s alright to look for the silver lining every now and then :)

Age gap, thigh gap, pay gap and even “mind the gap” (as regularly heard on the London tube) these are all probably familiar to you… But the marketing proof gap? Well, probably not something you have been dropping into conversation on a daily basis.

There has been a lot of discussion around the Bayesian approach in Marketing Mix Modeling, with some of the most data-savvy companies and agencies doubling up their investments in this methodology. Today we'll break down what it is, where it came from and what is the benefit of it.

Let’s start at the beginning — which, by the way, isn’t “What is Marketing Mix Modeling?”. No, it’s “Why should you care?”.