MMM Isn’t As Scary As Marketers Think – But You’ve Got To Do It Right
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.
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Mix Modeling
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Learning To Love And Let Go Of Attribution Models
Here’s an uncomfortable question for any data-driven advertiser: Is there a good way to measure and attribute marketing campaigns?
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As MMM Rides Again, Google Finds Its Place In The Conversation With Meridian
Tracking is a mess. Attribution is broken beyond repair. IP address identity data may go the way of the dodo. Which means marketing mix modeling is back, baby!
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