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.