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!
Media mix modeling is back in fashion. Meta, Amazon and Google are finding ways for marketers to measure the effectiveness of their entire advertising spend. Should we trust them?
The three largest walled garden advertising platforms are investing in new measurement solutions, namely media mix modeling – even if it means giving credit to their competitors for driving conversions.
With 100 million customers and a homegrown CDP, Intuit is a data-driven brand, says Intuit CMO Lara Balazs. But beyond conversions, the owner of TurboTax and Credit Karma closely tracks brand reputation as a measure of success.
The emergence of large-scale data and identity resolution platforms with audience graphs across devices and households is a major step forward to helping reclaim control over reach and frequency. But there’s no single solution to the problem, writes Seraj Bharwani, chief strategy officer at AcuityAds.
As measurement challenges intensify for DTC marketers, TikTokalytics vendors have been filling the gap. Plus: Analyzing the language at an FTC hearing on “commercial surveillance.”
Meta just got sued over an alleged violation of HIPAA. But where exactly does the health privacy law apply? With the recent overturn of Roe v. Wade, it’s more important than ever for digital advertisers to understand how HIPAA protects (and doesn’t protect) the use of sensitive health data in ad campaigns. Plus: Understanding the resurgence of MMM and the rise of incrementality measurement.
You can call it a heat wave – but Liquid I.V. sees an opportunity. The Unilever-owned brand, which makes powder that gets added to water to improve hydration (and taste), began its first national branding campaign a week ago, including its first TV, OTT and out-of-home media buys.
Many brand marketers, even some of the most sophisticated data-driven online advertisers, are reverting to tried-and-true methods to measure and plan their campaigns, including media mix modeling and surveys. You can’t blame brands from being pretty much done with promises when it comes to digital marketing.
Multi-touch attribution is reaching an inflection point (finally). The majority of large advertisers (53%) now say they use MTA to track and optimize their spending across channels, according to new research from marketing trade org MMA Global. But why now?
