The Output That We're Getting From an M M M and an Experiment

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The output that we get from an m m m or an experiment. Well, it is very different to the output that we gets from like, m t a reporting. In my mind, the output looks different. And so we don't ignore incrementality at every spen level. If you run an unline conversion lift test and facebook, and you're spending a thousand dollars a day, you're going to get incmentality for that spen level if you triple your spen levels. That's how these two fit together well. But ike nt this is not sufficient for most marketing departments who are used to traditional analytics. They need to be able to go on diminishing returns

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.