The Big Story
Retreat To MMM
Apr 18, 2024
The podcast discusses the resurgence of Media Mix Modeling in advertising, focusing on Google's Meridian. It also explores the rise of shoppable TV, T-commerce, and the challenges faced by platforms. The chapters cover topics like the impact of walled gardens, solutions for video content production, and innovations in T-commerce and shoppable TV experiences.
42:53
AI Summary
AI Chapters
Episode notes
Podcast summary created with Snipd AI
Quick takeaways
- MMM gains popularity due to campaign optimization effectiveness despite precision challenges.
- Companies leverage machine learning in MMM for improved campaign optimization and attribution.
Deep dives
The Shift to Media Mix Modeling (MMM) in Digital Marketing
The industry is moving towards Media Mix Modeling (MMM) as a preferred method for campaign attribution. Platforms like Google, Facebook, and Meta are adopting MMM due to its effectiveness in capturing and optimizing campaign performance over time, despite signal loss in precise measurement. MMM with new machine learning capabilities has gained importance, as highlighted by Google's Meridian MMM tool.
Remember Everything You Learn from Podcasts
Save insights instantly, chat with episodes, and build lasting knowledge - all powered by AI.
