The Importance of Probabilistic Networks in Advertising

In this episode of the Mobile Dev Memo podcast, I speak with Shamanth Rao, the CEO of Rocketship HQ, a mobile performance marketing agency. We discuss Shamanth's practical approach to integrating probabilistic marketing measurement, and especially media mix modeling, into his clients' reporting workflows:

• How to sell probabilistic measurement to key stakeholders;
• How to use probabilistic measurement to guide marketing investment decisions;
• How to adapt the media buying approach to be best captured with probabilistic measurement methods.

Our discussion touches on many of the topics I have covered recently in essays like The Emerging Marketing Economist and Reprogramming the Broken Marketing Brain.