Navigating the Shift to Probabilistic Advertising Measurement

In this episode of the Mobile Dev Memo podcast, I speak with ⁠Dr. Grace Kite⁠, the Founder and CEO of two companies: ⁠magic numbers⁠, a consulting and advisory firm that helps companies apply econometric models to their marketing measurement, and ⁠magic works⁠, a company that specializes in training related to the application of econometrics to marketing measurement.

In our conversation, we cover:

• The use case of econometrics as a discipline in marketing;
• The ways that econometrics is utilized by marketing teams to make decisions;
• How marketers can navigate the “unknown unknown” problem of shifting from deterministic measurement to probabilistic and/or econometric measurement;
• The added benefit of the more immediate and granular availability of data provided to econometric measurement for digital-first advertisers;
• The specific econometric methods and frameworks that are utilized by marketing economists;
• How the measurement cadence changes when a marketing team transitions from deterministic to econometric measurement;
• What resources exist for a marketer looking to expand their domain knowledge as a marketing economist?

Thanks to the sponsor of this week’s episode of the Mobile Dev Memo podcast:

• ⁠⁠Clarisights⁠⁠. Go to⁠⁠ clarisights.com/demo⁠⁠ to try it out for free. You’ll see why thousands of performance marketers trust Clarisights every day.

Interested in sponsoring the Mobile Dev Memo podcast? Contact Marketecture.