Econometrics (MMM) is a hot topic in media measurement right now. With numerous blogs, articles, and podcasts, it can be hard to know which ones are worth spending time engaging with. Dr Grace Kite's Mobile Dev Memo Podcast on Econometric Measurement for Advertising is one I highly recommend: https://lnkd.in/e8UxbmGJ It’s 45 minutes well spent (and no, don’t 2x the speed). It will give you a great foundation on why MMM is important to you and your business. Some key highlights: 💭 Think differently - a Multi-Touch Attribution (MTA) shaped hole doesn’t mean you need to fill it with an MTA-shaped solution. 🔏 Privacy changes give us a chance to rethink our approach to media measurement. 💱 MTA did give us a precise answer, but we were potentially asking the wrong question. MMM gives us a slightly more holistic answer to the right question. 🤼 For digital marketers, adding MMM to their measurement stack is not just a technical change, it’s also a major cultural change – this takes time, so ensure you’re bringing everyone on the journey. 💎 Keep your MMM simple and explainable, complexity can be added as and when required. It’s not just about adapting to privacy changes, it’s about finding opportunities to focus on what’s genuinely better for marketers and, importantly, the entire business. Adding MMM to your measurement stack allows for a deeper dive into understanding of what drives sales and can act as the Rosetta stone for decoding the key drivers of your business.
The biggest problem I currently see in the market is that everyone suggests using multiple solutions to analyze from different angles. However, almost no one has the courage to synthesize multiple methodologies into one solution that can be used as a single source of truth.
Michael Fisher
3mo
Indre Stanaityte - Causal impact study ?
Owner Piëzo - business strategy, innovation & change
3moIts is all about the AND and not the OR. Both methods are complementary. They answer different needs. And the new generation MTA is not a last click method in GA4.