Incrementality Testing Workflow In the dynamic world of digital marketing, the ability to assess and understand the impact of various media channels on consumer behavior is crucial for any successful campaign. This intricate process involves a series of meticulously planned...

Primer On Incrementality Testing Incrementality testing is a cornerstone of data-driven marketing, allowing marketers to determine the true effectiveness of their campaigns beyond mere surface-level metrics. This form of testing is crucial in today's complex marketing landscape where multiple channels...

Facebook Robyn Model vs Google Lightweight Comparison (Facebook Decomp Example Part 2) In the realm of digital marketing, the pursuit of optimizing marketing spends across various channels is a never-ending quest. Two pivotal tools in this journey are Facebook's Robyn...

What Are Test and Train Periods And Hold Out Windows? (Facebook Decomp Example Part 1) In the ever-evolving world of marketing, the ability to predict and analyze consumer behavior is crucial for success. Data modeling in marketing analytics has become...

Hold out Testing In the rapidly evolving world of digital advertising, marketers are constantly seeking more effective ways to reach and engage with their target audiences. Key to this pursuit is understanding the intricacies of modeled audiences, conversion optimization algorithms,...

All Things Scale Testing In the vibrant and competitive realm of digital marketing, the ability to make informed, data-driven decisions can be the key to success. This is where the concept of split testing, often referred to as A/B testing,...

Marketing Objectives Are Fluid The Difficulty of Accepting A New Reality In a world driven by data and performance metrics, understanding the incremental impact of media investments such as advertising on platforms like Facebook, is essential for businesses seeking growth...

Benefits of a Post Purchase Survey The Attribution Conundrum: In the fast-paced world of digital marketing, comparing the attribution of different advertising platforms can be a daunting task. Eli, a seasoned growth marketer, shared his unique and effective approach to...

Incrementality Testing: Work Flow Deep Dive The fundamental rule of marketing is that approaches and strategies employed can make or break the effectiveness of a campaign. One of the pivotal elements that often goes unnoticed, yet plays a critical role,...

Harnessing Counterfactual Prediction for Strategic Decisions In the fast-evolving realm of digital marketing, the ability to predict and measure the impact of advertising campaigns holds paramount importance. Geo-lift analysis has emerged as a powerful tool in this context, enabling marketers...

Marketing Funnel: Influence on Marketing Measurement Understanding the Marketing Funnel Today more than ever, it’s crucial to understand the intricate relationship between marketing measurement and the marketing funnel. The funnel concept guides marketers from broad-reaching methods to targeted approaches like...

Mastering Digital Marketing with Advanced Attribution: A Tactical Guide The transition from modeling and measurement to tactical action within digital marketing is often riddled with challenges. The final numbers—those showing effectiveness, reach, and return—may prompt a daunting realization that past...

Opportunity Analysis: Unlocking Strategic Digital Marketing Investment Understanding the landscape of customer acquisition costs (CAC) and incremental CAC (iCAC) in digital marketing isn't just about budget allocation—it's about strategic growth and market capture. Opportunity analysis can serve as the guiding...

Decoding Sensitivity Analysis: Optimizing Marketing Attribution Strategies Sensitivity Analysis in businesses today often encounter the challenge of measuring the efficacy of various advertising channels. The heart of this lies in attribution - the analytical science of assigning credit to the...

You have your attribution multipliers: what’s next? Making informed decisions in the world of digital marketing is a complex task, requiring teams to juggle various factors to ensure that the strategies are not only effective but also efficient. In this...

What is Multi Touch Attribution One of the buzzwords always echoing around the digital marketing industry is "multi-touch Attribution" or MTA. As marketing strategies and consumer behavior change, it's crucial to keep pace with changes in this area. In this...

What is Marketing Mix Modeling (MMM) There’s no disputing it: businesses must harness the power of data-driven decision-making. One indispensable tool in a marketer’s toolkit is marketing mix modeling. In this post, we'll delve into what marketing mix modeling is,...

Crafting Digital Campaigns with Advanced Attribution Strategies Creating a successful digital marketing campaign is a complex process that involves more than just running tests and analyzing results. It starts at the very beginning, with a strategic approach to setting up...

Guide to Data-Driven Digital Marketing Optimization In the ever-evolving world of digital marketing, businesses continuously seek efficient strategies to outperform their competition. One effective approach to achieve this involves a three-step process: Apply, Compare, and Optimize. This method offers a...

Advanced Attribution Metrics: A Three-Step Guide to Data-Driven Digital Marketing Optimization In digital marketing, data is king. And with multi-touch Attribution (MTA), marketers have a powerful tool at their disposal to make informed decisions and optimize their campaigns. In this...

Maximizing Revenue with Non-Brand Search Optimization Within digital marketing, non-brand search optimization is a territory of critical importance for many businesses. The ability to master this domain can make the difference between revenue growth and decline. In this post, we’ll...

In marketing, scaling up your efforts, especially within Facebook Prospecting, can be a pivotal move toward achieving your marketing growth goals.. Explore effective strategies and optimization insights to succeed in this evolving landscape.

Classroom MMM Exercise 1: Media Only Model Decoding the Impact of Media on Sales: A Classroom Exercise In a recent classroom exercise, we stripped down the complex world of marketing mix modeling to its basics. The task was to build...

Core Objectives of an MMM Model - Estimation and Optimization Measuring Marketing Success MMM is all about measurement. By looking back at past campaigns, it helps us pinpoint what worked and what didn't. It’s akin to a post-game analysis; dissecting...

Marketing Mix Modeling Theory & Practice - Part 2  MMMs are actually designed to uncover the hidden cause-and-effect relationships between your marketing efforts and the results you see. In this blog, we'll delve beyond the surface of predictions and explore...

Marketing Mix Modeling (MMM) is a powerful tool, but like any tool, it needs a thorough check-up to ensure it's working as intended. Validation isn't just about crossing our fingers and hoping for the best; it's a systematic process that...