Dan Eggleston’s Post

🚀 Ready to take your marketing strategy to the next level? Learn the ABCs of Marketing Mix Modeling (MMM) and how it’s empowering data-driven marketers to make smarter decisions. My latest blog breaks down the benefits of MMM and shows how it can fuel measurable growth for your business. 📈 If you're looking to maximize your marketing impact, Ipsos MMA is here to help with advanced measurement solutions. Let’s optimize your ROI together! https://lnkd.in/eh4BwXuc #OneIpsos #MarketingMixModeling #MMM #MarketingMeasurement #ROI #DataDrivenMarketing #Growth

Marketing Mix Modelling (MMM) is helping to assess the impact of various factors on business goals, from advertising and product updates to price promotions, seasonality, and competitor activities. It’s also becoming an essential decision-making framework for identifying which channels drive profits. Limitation: MMM offers a high-level view but lacks the granularity needed for campaign-specific insights because it uses aggregated data—not user-level data. This makes me wonder: could using user-level data unlock even more accurate insights? Would it allow us to refine our strategies in ways that truly move the needle? As we continue optimizing campaigns, digging into detailed data analysis could be the key. Check out this blog to see what some brands are doing: https://lnkd.in/gnQMdg6t #DataDrivenMarketing #MarketingStrategy #MarketingAnalytics

Jim Gianoglio and I recently discussed in-sourcing Marketing Mix Modeling (MMM) capabilities and why they're so relevant for mid-market firms, which have traditionally been unable to quantify the impact of their marketing spend. We talked about why MMM is making a strong comeback, considering that traditional attribution methods often falter and how modern MMM techniques—augmented by open-source tools—can bring once-complex analytics in-house. From exploring baseline sales (your sales in the absence of marketing/promotions) and understanding channel impact to leveraging Bayesian frameworks, we covered how companies of all sizes can embrace MMM to better understand their marketing investments. In this short video clip from the webinar, you'll see a practical demonstration of one of MMM's most valuable applications: the ability to reallocate marketing budgets within minutes. Specifically, we showcase how open-source algorithms like Meta's Robyn can: +Optimize your marketing spend: Keep total spending steady while shifting dollars across channels to drive more revenue and greater commercial ROI. + Evaluate incremental budgets effectively: Test scenarios like adding an extra $1 million in ad spend (a good problem to have) over the next 90 days and identify the best channels / sub-channels to invest in for additional lift. + Get actionable results quickly: Experiment and adjust in minutes rather than making gut decisions and waiting weeks or months for insights. Implications for Marketers and Commercial leaders: The analytics world is changing quickly, and nowadays, you can deploy advanced commercial analytics capabilities for a fraction of the cost and time compared to even five years ago. By quickly testing multiple "what-if" scenarios and reallocations, marketers can confidently refine their channel mix, respond to market changes faster, and ensure their budgets are always working as hard as possible. To watch our entire webinar, we included the link in the comments. hashtag #revenue_growth_analytics

Why Traditional Marketing Mix Modeling Is Falling Behind Key Challenges: Inflexibility: Traditional MMM relies on outdated historical data, making it less effective in today's fast-paced digital market. Long Timelines: Annual MMM projects lead to outdated insights, hindering real-time decision-making. High Costs: Extensive consultant involvement drives up costs and delays analysis. Complex Market: Navigating numerous channels and touchpoints, including Retail Media Networks (RMNs), complicates marketing decisions. Revenue Attribution: Traditional models struggle with accurately attributing revenue to specific marketing efforts. Why Switch to Keen Decision Systems? In-House Control: Use your own data, custom models, and tailored plans for greater flexibility. Credibility: Demonstrate marketing's impact on business outcomes, securing stakeholder buy-in. Advanced Analysis: Keen’s platform uses machine learning for dynamic, data-driven decisions. Real-Time Insights: Stay current with real-time data processing for agile strategy adjustments. Ready to transform your marketing strategy? https://lnkd.in/e6PK2kWF #MarketingStrategy #MMM #MarketingOptimization #InHouseModels #KeenDecisionSystems #AgileMarketing #DataDrivenDecisions

Jim Gianoglio and I recently discussed in-sourcing Marketing Mix Modeling (MMM) capabilities and why they're so relevant for mid-market firms, which have traditionally been unable to quantify the impact of their marketing spend. We talked about why MMM is making a strong comeback, considering that traditional attribution methods often falter and how modern MMM techniques—augmented by open-source tools—can bring once-complex analytics in-house. From exploring baseline sales (your sales in the absence of marketing/promotions) and understanding channel impact to leveraging Bayesian frameworks, we covered how companies of all sizes can embrace MMM to better understand their marketing investments. In this short video clip from the webinar, you'll see a practical demonstration of one of MMM's most valuable applications: the ability to reallocate marketing budgets within minutes. Specifically, we showcase how open-source algorithms like Meta's Robyn can: +Optimize your marketing spend: Keep total spending steady while shifting dollars across channels to drive more revenue and greater commercial ROI. + Evaluate incremental budgets effectively: Test scenarios like adding an extra $1 million in ad spend (a good problem to have) over the next 90 days and identify the best channels / sub-channels to invest in for additional lift. + Get actionable results quickly: Experiment and adjust in minutes rather than making gut decisions and waiting weeks or months for insights. Implications for Marketers and Commercial leaders: The analytics world is changing quickly, and nowadays, you can deploy advanced commercial analytics capabilities for a fraction of the cost and time compared to even five years ago. By quickly testing multiple "what-if" scenarios and reallocations, marketers can confidently refine their channel mix, respond to market changes faster, and ensure their budgets are always working as hard as possible. To watch our entire webinar, we included the link in the comments. #revenue_growth_analytics

Discover how Marketing Mix Models (#MMM) have stood the test of time, delivering essential insights and driving ROI. Dive into this article at the link below to learn how MMMs work, their role in strategic decision-making, and how they can power your business forward, regardless of size. #Leavened #measurement #analytics #marketingmixmodels #strategy

📊 Curious about Marketing Mix Modeling (MMM)? Discover how MMM accurately attributes sales to marketing channels using econometric models. Join leading advertisers in leveraging MMM for strategic insights and tangible business growth. Read more about its impact in our article! #MMM #MarketingAnalytics #ROI 

🔍 New Blog Post: Balancing Granularity in Marketing Mix Modelling (MMM)🔍 MMM offers a cookie-less solution for optimising marketing performance, but balancing granularity and model simplicity is a common challenge for MMM practitioners. In my latest blog, I discuss two techniques to achieve more granular and actionable insights without the risk of overfitting: 1️⃣ Incrementality Experiments: Isolate the impact of specific campaigns or funnel stages, revealing true incremental value while keeping the model streamlined. 2️⃣ Sub-Modelling Channel Contributions: Break down channel performance into finer elements without sacrificing the first model’s ability to generalise for future predictions. These methods offer deeper insights into marketing effectiveness while maintaining model robustness. Full blog here: https://lnkd.in/erzTp7Et #MarketingScience #DataScience #MarketingMeasurement #MMM #Incrementality #MarketingEffectiveness

Struggling to prove the ROI of your marketing efforts? It's time to rethink attribution! Catch up on this insightful session from Effectiveness Week 2024 at The Marketing Practice that explored how to modernize attribution. The goal? Move beyond lagging metrics and focus on real revenue-driving strategies. 💡 Here’s what you’ll learn: - Connect marketing spend and sales with Marketing Mix Modeling - Leverage real-time insights over lagging metrics - Boost ROI with predictive attribution

In the competitive game of marketing, setting baseline Key Performance Indicators (KPIs) is the masterful opening play that positions a brand for success. We explain what they are and why they’re important: https://ow.ly/4Rwg50RPlvb #Marketing #Performance #Analytics