Marketing Analytics Weekly #10

?? From MASS Analytics

The Metrics You Need to Know in Marketing Mix Modeling

One of the key aspects of MMM is to measure and interpret different metrics that provide valuable insights into the performance of marketing channels and their impact on revenue generation. In this article, we will explore the essential metrics used in Marketing Mix Modeling and how they contribute to shaping effective marketing strategies. Read more

?? News & Resources We've Come By

Global advertising spend forecast to surpass $1trn in 2024

Global advertising spend will surpass $1trn (￡788bn) next year as the world’s economy recovers from inflation, according to projections from Warc. In terms of where the growing global ad spend is going, five companies continue to dominate. E-commerce business Alibaba, Google parent Alphabet, Amazon, TikTok owner Bytedance, and parent of Facebook and Instagram, Meta, are predicted to attract more than half of global ad spend this year. Read more

Marketers ramp up social spending as ROI prospects improve, survey says

Marketers are turning the taps back on for social media, with 51% of media decision-makers on the brand and agency side of the business planning to increase their investments in the category this year, according to June survey data from Advertiser Perceptions. Read more

Math vs. Magic: Will Data Finally Crack Marketing Efficiency?

In the summer of 2012, three eBay data scientists convinced management to do something radical: shut off their large Google search advertising for “eBay”-related keywords in a third of their markets in the US. When they got the results back, they found out that eBay’s sales didn’t change at all. Momentum, relationships, and fear of losing competitive positioning had kept a program going that turned out to be a complete waste of money... Read more

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Dr. Ramla Jarrar is the President and Co-founder of MASS Analytics. She has 20 years of experience running MMM projects, so if you have any questions, whether about econometrics or the business of MMM, ????Click here ????