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Marketing Mix Modelling (MMM) is a powerful tool for assessing the impact of marketing campaigns and optimizing the budget allocation between different activities. But how to assess the impact and ROI for MMM?

Measuring the potential business impact for a MMM solution can be tricky since there are several units of value a solution can provide. These units of value delivery include financial benefits, such as cost savings and revenue growth, increased ROI, but also non-financial ones like, increased employee productivity and improved operational efficiency….to name a few.

Marketing Mix Modelling (MMM) is a powerful tool for assessing the impact of marketing campaigns and optimizing the budget allocation between different activities. But how to assess the impact and ROI for MMM?

Measuring the potential business impact for a MMM solution can be tricky since there are several units of value a solution can provide. These units of value delivery include financial benefits, such as cost savings and revenue growth, increased ROI, but also non-financial ones like, increased employee productivity and improved operational efficiency….to name a few.

The usage of third-party cookies seems to continue to be a trending topic in digital marketing in 2023.Why? Well because they are slowly approaching their retirement after more than 30 years of service in the digital marketing space.So what will happen next? How can you measure digital marketing results without cookies?

The usage of third-party cookies seems to continue to be a trending topic in digital marketing in 2023.Why? Well because they are slowly approaching their retirement after more than 30 years of service in the digital marketing space.So what will happen next? How can you measure digital marketing results without cookies?

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

We heard this question multiple times in our industry, therefore, we decided to say it out loud & clear.

We know that the onboarding process for a Marketing Mix Modeling (MMM) solution is very individual. It is influenced by the size of your organization, your campaigns and marketing strategy, and most importantly - your marketing data. As a rough estimate, we are talking about weeks or months but all in all the truthful answer is “it depends”. However, we want to give you insight beyond this blurry phrase that is so present in the analytics industry. In this article, we will tell you exactly what it depends on and how so that you can have a clear timeline for your project with Sellforte.

What are Facebook lift tests?

Before we talk about MMM calibration, let’s shortly go over Facebook conversion lift tests.

What are Facebook lift tests?

Before we talk about MMM calibration, let’s shortly go over Facebook conversion lift tests.

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.