Do You End Up Getting After the Factor?

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I've just never seen any marketing that makes revenue go down. It really becomes answering the economic question, did the last dollar that i spend cover its cost? And to your point, tem there's been a lot of examples where people have looked at misleading numbers and made some really inaccurate en decisions in that media.

Multi-touch attribution, media mix modeling, matched market testing. Are these the three Ms of marketing measurement (Egad! The alliteration continues!)? Seriously. What's with all the Ms here? Has anyone ever used experimentation to build a diminishing return curve for the impact of a media measurement technique based on how far along in the alphabet the letter of that technique is? Is "M" optimal?! Trust us. You will look back on this description after listening to this episode with John Wallace from LiftLab and find it… at least mildly amusing. For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the show page.