Mobile Dev Memo Podcast
Season 3, Episode 4: Econometric advertising measurement (with Grace Kite)
Mar 6, 2024
Topics covered in this podcast include: the use of econometrics in marketing, navigating the shift to probabilistic advertising measurement, exploring new advertising avenues beyond traditional tracking methods, effective advertising strategies and the rise of CTV, analyzing the evolution of advertising strategies, evolution of marketing mix modeling with MMME technology, and practical marketing strategies and training courses for growth.
48:12
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Quick takeaways
- The shift from deterministic to econometric measurement in marketing requires coordination between marketing and product teams to align strategies for evaluating marketing initiatives.
- Studying economics, statistics, or mathematics is crucial for marketing economists to effectively apply econometric models and navigate complex marketing challenges.
Deep dives
Transitioning from Deterministic to Probabilistic Measurement in Marketing
Moving from deterministic to econometric measurement frameworks in marketing requires a shift towards understanding the broader spectrum of factors influencing sales. This transition emphasizes the importance of coordination between marketing and product teams to align pricing, promotions, and audience development strategies. By focusing on stable relationships and updating models strategically, marketers can efficiently evaluate the impact of various marketing initiatives.
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