Marketing Attribution: MTA to MMM — Brian Ko // AUDIENCEX
- Part 1Post-cookie SMB revenue generation — Brian Ko // AUDIENCEX
- Part 2What Apple’s Privacy policy tells us about the cookieless future — Brian Ko // AUDIENCEX
- Part 3 Marketing Attribution: MTA to MMM — Brian Ko // AUDIENCEX
Show Notes
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02:18What is MultiMulti-Touch Attribution gauges the effectiveness of marketing strategies at specific stages of your campaigns while Marketing Mix Modeling uses statistical analysis to show you the overall percentage you should allocate to larger marketing channels.
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05:54How do the loss of thirdThe loss of cookies and third-party data will see marketers focus more on MMA as opposed to MTA which is a healthier direction for the industry.
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08:45What advice is there for marketers looking to deploy the Marketing Mix Modeling?MMA is more complex, more expensive, and more time-consuming as compared to MTA. With MTA it was easy to optimize different stages of campaigns based on data received, however, MMA is predictive and requires more time to show results.
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11:30How often are people making a transition from MTA to MMM?Bigger companies are able to transition from MTA to MMM quite easily because they have a lot of historic data to rely on. It is harder for midsized companies to do the same and thats where companies like AUDIENCEX come in.
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12:22What technologies should marketers know about to manage through MTA and MMM?Choosing the right platform is important. Its also important to find a methodology and a model that works for your organization.
Quotes
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“Multi-touch attribution is an attribution at each specific stage of your campaign tactics while marketing mixed modeling tells you overall what percentage of your budget should be allocated into larger buckets of channels.” Brain Ko
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“Think about how important data is, but also think about how you utilize that data to measure success. - Doug Bell
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“MTA was deterministic. We were able to determine how users were going to convert and what their behavior was. And it was easy for marketers to make changes and MMM is going to be predictive. So we're predicting that these are the right channels and how they will best serve our brand, our product, our audience.” Brian Ko
- Part 1Post-cookie SMB revenue generation — Brian Ko // AUDIENCEX
- Part 2What Apple’s Privacy policy tells us about the cookieless future — Brian Ko // AUDIENCEX
- Part 3 Marketing Attribution: MTA to MMM — Brian Ko // AUDIENCEX
Up Next:
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Part 1Post-cookie SMB revenue generation — Brian Ko // AUDIENCEX
Chief Commercial Officer at AUDIENCEX, Brian Ko takes us through what a cookie-less future would look like for marketers and advertisers. Marketing strategies today rely heavily on third-party data. Fortunately or unfortunately, that is soon to end and we will need to adapt and restrategize. In this podcast, Brian Ko talks about what new strategies we can start using today.
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Part 2What Apple’s Privacy policy tells us about the cookieless future — Brian Ko // AUDIENCEX
Chief Commercial Officer at AUDIENCEX, Brian Ko discusses what Apple’s new data-restrictive policies mean for the future of marketing and advertising. Both Apple and Android are taking measures to protect consumer privacy by leaving more control in the consumers’ hands. In today’s conversation, Brian Ko discusses how marketers can create a positive spin on this loss of key data.
Play Podcast -
Part 3Marketing Attribution: MTA to MMM — Brian Ko // AUDIENCEX
Chief Commercial Officer at AUDIENCEX, Brian Ko discusses marketing attribution. In recent years, marketers have been using MTA to monitor the effectiveness of their marketing campaigns. With tougher laws on data sharing, many companies will have to take an MMM approach. In our podcast, Brian Ko discusses the effectiveness of an MMM approach over an MTA approach.
