30 min listen
Media Mix Modeling is Back in Style
ratings:
Length:
28 minutes
Released:
Feb 6, 2024
Format:
Podcast episode
Description
The biggest ad platforms are leaning into media mix modeling, even when that means giving other ad channels more credit than their own. Why? Well, MMM might just be making a comeback. This week, Elena, Angela, and Rob are joined by VP Strategy Dan Cleveland and Director of Analytics Jordan Rossler to talk about all things MMM. They’re digging into the pros and cons of the model, how new tools have made MMM more accessible than ever, and the importance of tying marketing investments back to business results. Topics covered: [02:00] Why Facebook, Google and Amazon are adopting MMM[04:30] What is media mix modeling (MMM)?[05:30] Why marketers aren’t satisfied with last-click attribution[10:00] How MMM provides a holistic view of performance[13:00] Meta’s Robyn vs Google’s Lightweight[16:30] Why MMM struggles to measure brand impacts[21:30] How AI will change MMMTo learn more, visit marketingarchitects.com/podcast. Resources: 2023 Adexchanger Article: https://www.adexchanger.com/measurement/why-facebook-google-and-amazon-are-embracing-media-mix-modeling/Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
Released:
Feb 6, 2024
Format:
Podcast episode
Titles in the series (68)
How to Measure Upper Funnel Marketing Channels: There are more than 130 marketing metrics. But how many really determine marketing effectiveness? Especially for brand-building channels like TV, radio, and print advertising? Unfortunately, there’s no silver bullet when it comes to marketing... by The Marketing Architects