Marketing Mix Modeling

Deli meat company Land O’Frost has been leaning into a new MMM approach to figure out which opportunities it’s been overlooking – or even inhibiting.

SiriusXM integrated with Innovid to provide advertisers with the type of impression-level data they get for other digital channels, facilitate more direct comparisons and spur more investment in digital audio.

Marketing measurement is messed up – it’s hard to argue otherwise – and most people agree on the reasons why: vanity metrics, imperfect models, unrealistic expectations. But there’s another issue at play, argues Julian Runge, an assistant professor of marketing at Northwestern University – and that’s a simple lack of communication.

Experimentation has been proven to offer unrivaled insights into marketing effectiveness, but it remains underused. But what can organizations do to successfully integrate experimentation into their measurement frameworks? 

Understanding advertising effectiveness is the cornerstone of successful marketing, yet marketers often shy away from the most reliable tools for the job.

Many measurement companies are promoting marketing mix modeling as an easy-to-use solution to overcome signal loss. But that couldn’t be further from the truth, says Maor Sadra, CEO and co-founder of incrementality measurement startup INCRMNTAL.

As the former CMO of Sonos, Joy Howard’s job was to make people want to buy new electronics. Now, it’s her job to convince them not to.

The ad industry continues to grapple with inconsistent measurement and reporting, according to Hyun Lee-Miller, chief media officer at the independent media and measurement agency Good Apple.

Advanced audience targeting is perhaps the most significant change in TV ad buying structures, says Alison Levin, NBCUniversal’s president of advertising and partnerships, on this week’s episode of AdExchanger Talks.

If there’s one thing that makes advertising measurement consultant Andrew Covato roll his eyes and shake his head, it’s the endurance of last-click attribution. Last click may seem “simple” and “tidy,” Covato says, but it doesn’t reflect the full funnel.