media mix modeling
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Jan 9, 2024
Value over vanity: Why long-term measurability is the key to effective marketing
With marketing budgets increasingly constrained and a need for greater efficiency, there's a palpable shift from vanity metrics to more concrete measures such as sales, market share, and in-store traffic. Campaign explores.
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Nov 28, 2023
A new era of ads analytics? How Media Mix Modeling is reshaping strategies in the cookie-less world
Privacy regulations have significantly hindered measurement capabilities to the extent that Meta, Google, and Amazon are now finding it necessary to use Media Mix Modeling. Campaign explores if other marketers should follow in their footsteps.
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