Is There an Opportunity for Marketers to Say, I See the Cracks?

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There is a massive amount inert of inertia. And i don't know you can unwind all that just a in a media mixed model, you know, hackathon or something. I think there's actually going to be somewhat sustainable competitive advantage for marketers who say, i am going to put away some of the ways that i've been taught to think and think about this challenge differently. But if you get that machine of ad no, i do not have any clients who have the mixed modelling plus experimentation energy magically clicking along. It will leave their competitors in the dust. Unless they're crazy, established brand has been thel, can you send aamale to my a founder, my c

Hey there, mister. That's a mighty nice multi-touch attribution model you're using there. It would be a shame to see it get mixed up with a media model. Or... would it? What happens if you think about media mix models as a tool that can be combined with experimentation to responsibly measure the incrementality of your marketing (while also still finding a crust of bread in the corner for so-called "click attribution")? According to a 2019 paper published by ThirdLove (which happens to have been Michael's last call on our last episode), that's a pretty nice way to go, and we thought it would be fun to see if we could raise Tim's blood pressure by giving him something to vigorously agree with for once. It was. For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the show page.