Marketing Analytics Weekly #12
MASS Analytics
Discover our end-to-end Marketing Mix Modeling software to optimize your budgets and maximize ROI.
Hey ! Read the latest on the world of marketing analytics.
?? From MASS Analytics
How To Leverage Ground Truth Data To Enhance Your Marketing Mix Model
The assumptions on which Marketing Mix Modeling is built will affect your choice of variables, results, and business story. But what happens if these assumptions are untested, and they turn out to be wrong?
?? News & Resources We've Come By
?? Why Facebook, Google And Amazon Are Embracing Media Mix Modeling
The three largest walled garden advertising platforms are investing in new measurement solutions, namely media mix modeling (MMM) – even if it means giving credit to their competitors for driving conversions.
How Johnson & Johnson Evolved Measurement Models for Higher Impact
Aleksandar Petkovski, Senior Director – Marketing Science and Digital Analytics at Johnson & Johnson, speaks about the importance of capturing e-commerce in marketing mix modelling and building strong partnerships.
?? It’s The Final (Cookie) Countdown – Are You Ready??
Granted, it’s not as catchy as Europe’s 1980s anthem, but the final cookie countdown is where our industry is at right now. Midway through next year, Google is set to begin its phase-out of third-party cookies on Chrome – a change that further consolidates the digital ad industry’s shift towards more privacy-conscious forms of targeting.?
Chart of The Week ??
??Ask Ramla!
Got a burning question? Our resident MMM expert is here to help.
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 ????