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
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
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.
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