Marketing Analytics: How to Scientifically Measure and Optimize your Marketing Mix in 2024 [Video]

How to Scientifically Measure and Optimize your Marketing Mix in 2024

What it means Triangulating Marketing Measurements and when it can be considered useful for you and when is not

TRIANGULATE YOUR MARKETING MIX WITH CASSANDRA: https://www.cassandra.app/

Here what you are going to learn:
0:00 what it means “Triangulating Measurements”
0:27 The history of Marketing Measurements
3:13 The 3 Pillars of Marketing measurements: MTA, MMM, Incrementality testing
5:25 Why Marketing Mix Modeling should help
7:05 What are incrementality tests?
8:25 Demo example of a MMM analysis
9:55 What is “ROI confidence intervals”?
12:00 Seasonality Media planning technique
12:55 ROI over time analysis
14:14 Diminishing returns analysis
14:50 Adstock analysis
15:25 Budget allocator and media optimization
17:54 Design Geo-incrementality experiments
18:11 Analyze Geo-experiments results