The 3 Roles You Need for Your Marketing Analytics Dream Team
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??♀???♂???♀?The 3 Roles You Need for Your Marketing Analytics Dream Team
At MASS Analytics, we have advised Fortune 500 firms on building their internal Marketing Analytics teams. Additionally, our experience successfully delivering Marketing Mix Modeling projects has provided us with genuine organizational insights for selecting analytics talent, in terms of skillset and character.
In this article, we focus on the 3 key roles you need to build a highly effective and agile marketing analytics team. Whether you’re an advertiser looking to in-house your MMM process, or an agency setting up a Marketing Effectiveness function, this will serve as a useful guide for the right talent to look for... Read more
?? News & Resources We've Come By
?? Economic Consequences of Online Tracking Restrictions: Evidence From Cookies
In recent years, European regulators have debated restricting the time an online tracker can track a user to protect consumer privacy better. Despite the significance of these debates, there has been a noticeable absence of any comprehensive cost-benefit analysis. This article fills this gap on the cost side by suggesting an approach to estimate the economic consequences of lifetime restrictions on cookies for publishers. The empirical study on cookies of 54,127 users who received ～128 million ad impressions over ～2.5 years yields an average cookie lifetime of 279 days, with an average value of €2.52 per cookie... Read more
?? Five Things That Will Sway Your Chances of Marketing Investment
At The Future of Media conference last month, industry analyst Ian Whittaker explained that the current recessionary state of the economy should not necessarily scare the advertising industry, because businesses are by-and-large managing to do well... Read more
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??Data Privacy Discussions Need A Reality Check
Data privacy has been one of the hottest topics in digital advertising for the past five years. Despite all the ink spilled on the topic, however, the way industry stakeholders discuss the ideal outcome for consumers is out of touch with basic intuition about consumer preferences and technical reality... Read more
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