MTA vs. MMM: Which marketing attribution model is right for you?
Not sure how to measure your marketing impact? Unpack the differences of multi-touch attribution and marketing mix modeling.
MarTech on MSN7d
Unlocking the power of marketing mix modeling solutions
MMM’s diverse applications — from budget to media optimization — make it a critical tool for proving and improving marketing performance. The post Unlocking the power of marketing mix modeling ...
Direct Marketing News29d
Google launches Meridian marketing mix model
Google has officially launched its open-source marketing mix model, Meridian, designed to help marketers allocate budgets more effectively in a dynamic digital landscape. After rigorous testing ...
DoubleVerify acquires marketing attribution firm Rockerbox in $85M deal
DoubleVerify (DV) announced that it has entered into an agreement to acquire Rockerbox.. Rockerbox’s unified marketing measurement platform ...
The Financial Express29d
Google unveils Meridian: Open-source tool to enhance marketing mix models and budget allocation
Google has launched Meridian, an open-source Marketing Mix Model (MMM) designed to help marketers optimise their advertising budgets. According to Google, the tool has been tested with hundreds of ...
adexchanger11d
From Theory To Practice: How Organizations Can Embrace Experimentation In Marketing Measurement
Experimentation requires more than tools and expertise; it requires a mindset shift. Organizations must embrace a culture of ...
Exchange 4 Media11d
Despite inflation, brands remain open to IPL advertising: Publicis’ Lalatendu Das
Lalatendu Das, CEO of Publicis Media South Asia, spoke exclusively to e4m on the declining share of TV in ad spends, the ...
Marketing Week7d
Booking.com excited by ‘incremental ROI’ of social media spend
Booking.com claims it is able to measure the incremental ROI of its social channels thanks to a “bespoke model” developed in ...