#incrementality-testing

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#marketing-measurement #marketing-mix-modeling #full-funnel-attribution #marketing-mix-model
Marketing
fromForbes
1 day ago

Prove It! How Experimentation Reveals The True Value Of Marketing

Full-funnel attribution and incrementality testing reveal true marketing-driven revenue and enable finance-aligned, data-driven budget decisions.
Marketing tech
fromAdExchanger
4 days ago

For Meta Marketers, Automation Isn't Always The Advantage (But It's Complicated) | AdExchanger

Meta's Advantage+ automation delivers measurable lift for many large advertisers, but automation does not uniformly outperform manual campaign management and results vary by spend and context.
#marketing-mix-modeling
fromEMARKETER
2 weeks ago
Marketing tech

Marketers double down on MMM

46.9% of US brand and agency marketers plan to invest in marketing mix modeling (MMM) within the next 12 months.
fromEMARKETER
2 weeks ago
Marketing tech

Marketers double down on MMM

Nearly half of US brand and agency marketers plan to invest in marketing mix modeling (46.9%) in the next 12 months.
more#marketing-mix-modeling
Marketing tech
fromThe Drum
3 weeks ago

The measurement stack is broken. How do we fix it?

Fragmented measurement stacks cause paralysis, undermining marketing decisions and growth; integrated, trustable measurement is needed to enable timely investment and action.
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