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15min chapter
Measuring Marketing Effectiveness
What Gets Measured
Measuring Marketing Effectiveness
This chapter explores the challenges and importance of measuring marketing effectiveness. It discusses various factors to consider, such as attention metrics, audience reach, and the intersection of efficiency and effectiveness. The chapter also introduces Marketing Mix Modeling (MMM) as a statistical approach to measure incrementality and highlights the future concerns in tracking data and attribution models.
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Discover
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Listen to the best highlights from the podcasts you love and dive into the full episode