🎨 How to apply Media Mix Modelling based solutions to mobile apps - with Brian Krebs, CEO at MetricWorks 🎚️

In one of our previous episodes, we discussed how media mix modelling might not be the best bet post-IDFA. However, some of you have reached out to say that it isnt quite as black and white - and that media mix models could be more widely applicable than what we’d outlined. 

To throw some more light on this, we have Brian Krebs, founder and CEO of MetricWorks, who has seen first-hand the success of media mix modelling for mobile apps, especially at levels of scale far smaller than that of most CPG brands, in which space these models have traditionally been used.  In today’s episode, Brian shares with us some of the ways in which these models are specifically applicable to mobile marketing campaigns - and argues that these measurement tools are not only useful post-IDFA, but also provide advantages over other measurement tools used by mobile marketers.

Key highlights:

🐯 The importance of incrementality for advertisers
💈 Is the last-touch model still relevant?
✂️  How media mix modelling differ for mobile from CPG (consumer packaged goods) companies.
🎒 Why Media Mix Models are more easily applicable to mobile apps than to CPG companies.
🍎  The key input factors for a Media Mix Model for mobile.
👩‍🏫  How Apple’s IDFA changes accelerated the interest in MMM-based solutions.
💠 How companies can start building media mix models.
⚜️ In what situations and at what thresholds are Media Mix Models useful?
📳  What do outcomes of Media Mix Modeling look like?


Note: We’re excited to announce the second edition of our live workshop series, Mobile Growth Lab, to help marketers, leaders and execs prep for a post-IDFA world! 

In the first edition, we helped over 40 attendees: 

• See the map
• Prepare the groundwork
• Move forward
• Find acceleration 

We’ll cover all that (updated for the reality of the post-IDFA world) and many requested topics like web-based flows, creative strategy, conversion values, prep for iOS 15, and more. 

Interested? Fill up this quick form to join the interest list. (It’s a 2-minute form, and there is no commitment as yet. This is to help us get an idea of the level of participant interest so we can plan sessions and logistics.)

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Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-apply-media-mix-modelling-based-solutions-to-mobile-apps-with-brian-krebs-ceo-at-metricworks/

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