How can a brand find this type of incremental contribution? “The barrier to entry for media mix modeling (MMM) has lowered enough to make this form of measurement common and necessary… MMM is the best option you have when you lose tech-driven measurement, such as cookies.” MMM is especially useful for digital out-of-home (DOOH) advertising and television, as this top-of-funnel marketing can be challenging to track. ![]() Ben Dutter, SVP of Strategy at Power Digital, which has worked with clients ranging from Uniqlo to Dropbox, talks about the four levers proven to drive first-time buyers - not just attributed revenue - as being creative, frequency, audience penetration, and duration.
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