M M Mr, Is It the Rage?

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The way i think about measurement is not one tool. It's about a combination of tools and using the right tool for the specific question youre tring to answer. I just want critical thinking out there from marketers to say, this cannot be the way we want to do things. Yet we can't rely on an n-grade conversion platform like facebook who hasn't run into any problems with their conversions. Arne Jacoby: We're moving backwards because more and more channels, more and more devices have come out. The further you go up the level of sophistication and the scale the more likely it is that people will buy your product.

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.