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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.

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.

The foundation of our business lies in our ability to deliver measurable value to our customers. It's the reason customers buy the service, and it's the reason customers stay with us. All Sellforteans play a role in delivering customer value. While TV cameras often zoom into the scoring of a goal, it is important to understand that each pass that happened before it were critical in making the goal happen.

The foundation of our business lies in our ability to deliver measurable value to our customers. It's the reason customers buy the service, and it's the reason customers stay with us. All Sellforteans play a role in delivering customer value. While TV cameras often zoom into the scoring of a goal, it is important to understand that each pass that happened before it were critical in making the goal happen.

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?”.

It is self-evident that measuring the effectiveness of marketing makes sense. As the great thinker Peter Drucker put it, “You can’t manage what you can’t measure”. Or to put it the other way, you can manage what you can measure. Even if your marketing seems to be working just fine and needs absolutely no fixing, how can you be sure it’s not broken unless you measure it?