E027: How We Set Goals, Attribution Limitations and KPIs for Growth
Marketing Operators
Rethinking Marketing Budget Allocation
This chapter delves into the intricacies of budget allocation in marketing, critiquing traditional models like Bayesian Marketing Mix Modeling for their limitations in predicting channel performance. The speakers advocate for a flexible, data-driven approach to budget setting that emphasizes historical performance metrics and adaptability in response to social media dynamics.
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