Mobile Dev Memo Podcast

MDM Podcast Episode 36 - A practical approach to probabilistic marketing measurement (with Shamanth Rao)

May 11, 2023

47:56

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Episode notes

Introduction

2min

ATT: A New Reality for Ads Measurement

4min

How Teams Have Adapted to a Murky and Statistically Derived Environment for Marketing Measurement

3min

The Importance of Probabilistic Networks in Advertising

2min

The Importance of Probabilistic Attribution in Advertising

4min

Facebook's Share of Effect With a Share of Spent

2min

The Importance of Reliability in Monetization

4min

How to Use Statistical Models to Improve Decision Making

3min

The Reality of Marketing Measurement

4min

10.

The Limiting Factor in Waiting for Data

2min

11.

How to Scale a High Growth Startup

3min

12.

How to Start a Subscription App

4min

13.

How to Implement an MVP of an MMM

4min

14.

The Different Approaches to Incrementality Measurement

5min

15.

The Future of Marketing Tools

3min

In this episode of the Mobile Dev Memo podcast, I speak with Shamanth Rao, the CEO of Rocketship HQ, a mobile performance marketing agency. We discuss Shamanth's practical approach to integrating probabilistic marketing measurement, and especially media mix modeling, into his clients' reporting workflows:

How to sell probabilistic measurement to key stakeholders;
How to use probabilistic measurement to guide marketing investment decisions;
How to adapt the media buying approach to be best captured with probabilistic measurement methods.

Our discussion touches on many of the topics I have covered recently in essays like The Emerging Marketing Economist and Reprogramming the Broken Marketing Brain.