?? Ready to take your marketing measurement to the next level? Join us on October 22 at 2 PM ET for a panel discussion on The Expansion of Measurement: From Attribution to MMM to Testing. We’ll dive into the pros, cons, and use cases for MTA, MMM, and incrementality testing—giving you actionable insights to optimize your strategies. Don't miss out on expert insights from industry leaders, Ron Jacobson, Matt Bahr and others! ?? Register now: https://lnkd.in/g-Ptkcsu #MarketingMeasurement #MMM #Attribution #Testing #Rockerbox
关于我们
Rockerbox centralizes advertising data across all media channels to help marketers solve their core challenges—accurately attributing conversions, optimizing media investments, and driving growth. Our products simplify the complexity of multi-channel marketing, enabling large brands to leverage best-in-
- 网站
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https://www.rockerbox.com/
Rockerbox的外部链接
- 所属行业
- 软件开发
- 规模
- 51-200 人
- 总部
- New York
- 类型
- 私人持股
- 创立
- 2013
- 领域
- Attribution、Data Centralization、Channel Measurement、Identity Resolution、advertising、analytics、data、marketing performance、performance marketing、marketing measurement、marketing attribution、marketing data、MMM和Incrementality
地点
Rockerbox员工
动态
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Are We Measuring the Right Thing? Multi-Touch Attribution and the Case for Causal Approaches ???? Marketers often rely on Multi-Touch Attribution (MTA) to understand which channels contributed to a conversion. While MTA is useful (and necessary) for distributing credit across touchpoints, it has a key limitation: it struggles to prove which efforts drove incremental value. MTA is great for showing what happened—how various channels worked together to drive conversions. But what it doesn’t tell us is why those conversions happened. It lacks the ability to measure causality, which is essential for understanding whether specific channels or tactics truly moved the needle. This gap is crucial, as optimizing solely based on credit distribution can lead to wasted spend and misguided strategies. ??The Importance of Causality?? To measure the right thing, marketers need to shift their focus from ONLY assigning credit to also understanding causality. Approaches like Marketing Mix Modeling (MMM) and incrementality testing are designed to do just that: ??MMM helps identify which channels drive true, incremental results by analyzing aggregated data over time. ??Incrementality testing isolates the impact of individual campaigns through controlled experiments, proving whether a tactic is genuinely effective or if conversions would have happened regardless. ??The Power of Blending MTA and Causal Models The most effective measurement strategy combines MTA with causal approaches like MMM and testing. Here’s why: ??MTA reveals the what: It shows which touchpoints were involved in a conversion. ??Testing and MMM uncover the why: They pinpoint the real drivers of incremental performance. This blended approach leads to smarter decision-making. Marketers can move beyond just assigning credit and focus on optimizing efforts that deliver real growth. Happy Measuring!
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Multi-Touch Attribution (MTA) is a useful (and necessary) tool for credit distribution across marketing channels, but as Ron Jacobson shared on the latest Humans of Martech podcast, it has critical gaps in its capabilities as the ONLY measurement solution you leverage. While MTA helps marketers understand what happened, it doesn’t explain why something happened. This is where the need for a broader measurement approach becomes essential. Key takeaways from the podcast: MTA excels at credit allocation: It’s great for tracking which touchpoints contributed to a conversion, helping marketers assign value across different channels. MTA doesn’t establish causality: While it provides insights into what happened, it cannot explain why those results occurred, making it insufficient on its own for deeper optimization. Understanding ‘why’ requires more: Marketers need to pair MTA with methodologies like testing or Marketing Mix Modeling (MMM) to uncover the real drivers of performance and make more informed media investment decisions. Causality is critical for growth: If we only look at MTA, we risk optimizing for what gets credit, not what drives real, incremental results. By layering MTA with causal methods, marketers can move beyond credit distribution and start making smarter, data-driven decisions. Catch the full episode below.
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?? Struggling with Cross-Media Measurement? ?? As more brands shift their budgets to digital and CTV, understanding how to measure the impact across platforms has become more complex than ever. Our latest blog dives deep into the challenges of cross-media measurement, revealing key insights on diminishing returns and why unified metrics are the future. ?? ?? Curious about how Rockerbox can help solve this? Learn more about our triangulated approach to MMM, MTA, and Testing to optimize your media investments. Read the full blog here ?? #MarketingMeasurement #CTV #Rockerbox #CrossMedia #MMM #MTA https://hubs.la/Q02RLRsg0
The Challenge of Cross-Media Measurement: Navigating the Shift to Digital and Connected TV
rockerbox.com
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?? Webinar Alert! ?? Marketers, are you ready to maximize your holiday campaigns this season? Join us on October 3rd at 2 PM ET for a panel conversation with William Burghes and Ashley Parducci as we dive into the tvScientific 2024 Holiday Trends Report. ?? Discover key strategies to: Launch campaigns early for maximum impact ?? Find the perfect channel mix, with a special focus on CTV ?? Measure success with MMM, MTA, and incrementality testing ?? With rising competition and unpredictable market conditions, you can't afford to miss out on these insights. Secure your spot today and make your holiday marketing campaigns a success! ?? ?? Register Now Below #Marketing #HolidayTrends #CTV #Advertising #Rockerbox #tvScientific #HolidayMarketing
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It's been 3 weeks since the formal launch of Rockerbox Testing and I've honestly been blown away by the reaction from customers, prospects and partners. For years we've believed that having all types of outcome measurement (MMM, Attribution, Testing, Surveys etc...) in one product is the right destination. We also believe the only way this can be done is if they're all available atop a consistent, standardized marketing data foundation that the same product maintains. Today, we're closer than ever to this vision at Rockerbox. We still have a long road ahead as there are always real trade-offs to make when building a product. But the road ahead is more exciting than ever. It's a fun time to be in marketing measurement.
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Understanding integrations and data accessibility with your measurement partner is critical to choosing the best vendor for you needs.
I think Post-Purchase Surveys haven’t received their fair share of attention, especially now that Triangulation has become the buzzword of the moment. A prime example of where surveys are particularly valuable is podcasts. You can’t really run an incrementality test for podcasts, and MMM isn’t an ideal option either, given the challenges in determining when a podcast actually aired—not to mention the difficulty in assessing reach or frequency. You can supplement conversion paths with pixel-based attribution from companies like Podscribe, but even that approach has gaps. In contrast, we’ve often seen that surveys (and promo codes) provide the clearest picture of a podcast’s value. At Rockerbox, we address this by ingesting survey results and creating Synthetic Events that allocate credit back to podcasts based on survey data. So, when you’re evaluating measurement companies, it’s worth asking: ‘How do you integrate survey data? Which partners do you work with? And how much flexibility do I have in mapping my survey responses into your dataset?’
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?? Exciting news! Rockerbox is taking marketing measurement to the next level with the launch of Rockerbox Testing! ?? Now, brands can leverage all key measurement methodologies — MMM, MTA, and Testing — within one platform. Discover the incrementality of your marketing efforts and gain deeper insights with our fully managed testing services. Why settle for less when you can have it all? Contact us today to learn more! ?? #Marketing #Measurement #MMM #MTA #Incrementality #Rockerbox #Testing
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Rockerbox转发了
Marketing Spend Optimization for Startups | $200M in Revenue Driven Through Paid Media and Counting | Host of the Efficient Spend Podcast
Multi-touch attribution is not dead, but it may be misunderstood. Ron Jacobson and his team at Rockerbox continue to build MTA from the ground up in a privacy-compliant way. They use first-party data and leverage modeling when necessary to connect the dots between marketing channels. Most importantly, they don't need a ?? to do so. #attribution #mta #data -- ?? Follow Paul Kovalski for media mix optimization tips ?? Visit my page to listen to the full episode with Ron Jacobson