Category: Timeline Stories

Recommendation traps
by optimizing, you will never introduce anything new; what limits your potential growth introducing more and more promotions may be harmful to your brand

Why do we need historical data?
one point if not enough function having only two dimensions to find a function that defines relation between media spend and sales we need enough points, one point is not enough

What KPI can we model?
KPIs that we want to increase/manage thanks to MMM? sales volume/value awareness traffic read more

What is MMM?
Marketing Mix Modelling statistical analysis to estimate the impact of various marketing activities on KPIs used for marketing mix optimization: calculation of ROI for each channel/campaign forecast/plan future activities read more

Why to do MMM?
no cookies data required do not require unique user data not based on a declarative survey based on actual numbers and statistical models read more

What questions does MMM answer?
what is the ROI of my marketing activities? how to optimize the marketing budget? which ads perform better? read more