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In today's data-driven world, businesses need to analyze the impact of their marketing efforts to make informed decisions about their strategies. In order to achieve that, they often rely on marketing analytics tools that use data to derive insights. Three popular tools that are available in the market that enable marketers to analyze their marketing efforts are Robyn, Lightweight, and Marketing Mix Modeling presented as software as a service (MMM SaaS). While we understand that MMM SaaS is a whole chapter in itself, we still believe it is relevant to keep it in the background as a comparison element for the “diy” MMM solutions. All three of these options are essentially variations of MM which we will use as a generic term in this article.

In today's data-driven world, businesses need to analyze the impact of their marketing efforts to make informed decisions about their strategies. In order to achieve that, they often rely on marketing analytics tools that use data to derive insights. Three popular tools that are available in the market that enable marketers to analyze their marketing efforts are Robyn, Lightweight, and Marketing Mix Modeling presented as software as a service (MMM SaaS). While we understand that MMM SaaS is a whole chapter in itself, we still believe it is relevant to keep it in the background as a comparison element for the “diy” MMM solutions. All three of these options are essentially variations of MM which we will use as a generic term in this article.

“I click, therefore the ad is working” -philosophy isn’t cutting it anymore in 2023. Understanding incrementality plays a key role in improving marketing effectiveness.

Today, marketers use multi-channel marketing strategies to reach wider audiences with their campaigns and to maximize the effect of the campaign. This applies to both online and offline marketing channels which makes the measurement of marketing performance particularly difficult across the different campaigns and media mixes. Moreover, being a marketer in 2023 puts you face-to-face with multiple new challenges brought by constant regulatory changes regarding:

Today, marketers use multi-channel marketing strategies to reach wider audiences with their campaigns and to maximize the effect of the campaign. This applies to both online and offline marketing channels which makes the measurement of marketing performance particularly difficult across the different campaigns and media mixes. Moreover, being a marketer in 2023 puts you face-to-face with multiple new challenges brought by constant regulatory changes regarding:

The world of marketing changes by the minute. Here are the latest news.

How do I get media data into the Sellforte Marketing Mix Model (MMM)? This is by far one of the most frequently asked questions by our clients and prospects. Therefore, we decided to dedicate an entire blog post to it to clear up any future confusion or potential reticence that marketers might have in terms of getting the data into the MMM.

Sellforte provides Marketing Mix Modeling (MMM) as a continuous service. Why we’ve selected this approach and think it’s by far the best way to do MMM?

The eCommerce market has grown by double digits for years, and in 2021 it accounted for approximately 19 percent of all retail sales worldwide . COVID-19 increased this growth even more so, and many of the traditional retailers have found themselves competing against eCommerce companies in the current situation.

The loss of third-party cookies has been shaking the world of digital marketing, threatening to plunge attribution models’ accuracy and reliability close to zero. Server-side tracking could provide a loophole for the problem.