The MMM Gap - How Marketers are Navigating the Shift to Marketing Mix Modeling
Measure Up
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Navigating Modern Marketing Measurement
This chapter explores the challenges and complexities of measuring marketing effectiveness through Marketing Mix Modeling (MMM) and multi-touch attribution (MTA). The discussion emphasizes the need to balance high-level strategies with real-time media management, highlighting the importance of metrics triangulation and adjusting marketing budgets. It also delves into the evolving landscape of AI-driven marketing strategies like Performance Max, as well as the skepticism surrounding new technologies and their potential impact on future marketing practices.
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