What is Marketing Mix Modeling?
There’s a question that, sooner or later, every CMO asks themselves when looking at their marketing budget: how much of what I’m investing is actually generating results? Not clicks, not impressions, not brand metrics like Top of Mind. Bu
How Much Does Marketing Impact Your Sales? MCI – Marketing Contribution Index
Marketing Contribution Index: The Number Every CMO Should Bring to the Board to Speak the CFO’s Language If We Turned Off All Media Investment Tomorrow, What Would Happen to Company Revenue? It is the question the CFO has always had in mind and
Core Lift Guide
Core Lift: The Certified Incrementality Study to Validate Channels That Last-Click Cannot Measure What Is Truly Needed to Measure the Effectiveness of a Channel Like TikTok When Last-Click Doesn’t Work and the Budget Doesn’t Justify Marke
How to Measure Marketing Effectiveness Beyond Last-Click
Let’s conduct a thought experiment. Imagine you saw a TV commercial for a shoe brand last week. Today, during your lunch break, you are scrolling through Instagram and see an ad for the same brand. You don’t click. Tonight, before going to bed, y
The 5 “Data” Errors to Avoid When Conducting an MMM
An econometric model is only as good as the data that feeds it. After more than 15 years of modeling and hundreds of completed projects, we have identified five recurring errors in data preparation that, if not corrected, compromise the quality of th
Calibrating a Marketing Mix Model
How to Calibrate MMM with Incrementality Tests The Decision Crossroads: 1.4x or 2.5x ROI? Which Number Do You Present to the Board? Imagine this scenario: six months ago, you invested in a geo-lift test on TV that measured an incremental ROI of 2.5x.
The Dual Engine Revolution – The Peculiarity of Core Analytics’ Econometric Model
The CMO’s Dilemma: When the Same Investment Yields Two Different Results Have you ever received ROI estimates for the exact same TV campaign from two different partners, with a discrepancy approaching 50%? The immediate reaction is to suspect a
The Economic Impact of an Accurate Model
The Economic Impact of Accuracy: Why a Custom MMM Generates Immediate Profit When evaluating the adoption of a Marketing Mix Modeling (MMM) framework, the question often arises whether to rely on standard frameworks or invest in a custom-developed mo
Consent Mode Explained to a Child
Consent Mode v2 Explained: What Changes for Marketing Measurement in the EEA How Reliable Are the Numbers You See Today in Google Ads and GA4, Now That Consent Mode v2 Is Mandatory for Those Operating in the European Economic Area? Less than you woul
What is Google Privacy Sandbox?
Google has decided not to eliminate third-party cookies on Chrome, but it has still launched the Privacy Sandbox APIs. Many marketers breathed a sigh of relief. However, even without a forced deprecation, the ecosystem is inexorably moving towards a