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BDTP. Measuring Paid Media for SaaS with Barbara Galiza

UI Breakfast: UI/UX Design and Product Strategy

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Measuring Awareness Campaigns through Marketing Mix Modeling

This chapter explores the intricacies of using Marketing Mix Modeling (MMM) to evaluate the effectiveness of awareness campaigns. It emphasizes the importance of correlating data sets and employing holdout and geo-lift tests to measure return on investment in marketing strategies.

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