Resources

Měření, triangulace, MMM, experimenty a atribuce Co jsou (ne)vhodné use casy pro MMM, atribuci a experimenty? V rámci měření přínosu a návratnosti marketingu se marketingoví ředitelé a manažeři obvykle setkají se 3 hlavními přístupy: MMM (marketing mix modelling), experimenty (testy inkrementality) a digitální atribuce/atribuční modely. V tomto textu si krátce přiblížíme, kdy je která metoda […]

Why Experiments Make Your Marketing Mix Model Smarter In a world where every marketing dollar is under scrutiny, the pressure to prove effectiveness has never been higher. Many executives already know that Marketing Mix Modeling (MMM) has become the backbone of holistic measurement strategies. MMM’s strength lies in its breadth: it takes a wide-angle view […]

One of the most frequent questions we get is what data is necessary for MMM and in what structure / format. Let’s explore the topic.

One of the most frequent questions we get is what data is necessary for MMM and in what structure / format. Let’s explore the topic.