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
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 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
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