Tom's Hardware Italia6d ago

📈 Scopri il potere del Marketing Mix Modeling: ottimizza gli investimenti, migliora i risultati aziendali ed anticipa il mercato! #MarketingMixModeling #BusinessStrategy

🔗 https://www.tomshw.it/business/marketing-mix-modeling-funzionamento-output-vantaggi-aziende

Funzionamento, output e vantaggi del Marketing Mix Modeling per le aziende

Il Marketing Mix Modeling torna protagonista nell'era cookieless: come funziona, cosa restituisce e perché può migliorare il ROI fino al 50% ottimizzando l'allocazione del budget pubblicitario.

Tom's Hardware
PPC LandJan 18
Kochava fixes the MMM data problem marketers didn't know they had: Measurement company releases data validation tool addressing broken spend tracking, naming inconsistencies, and revenue gaps that derail marketing mix modeling. https://ppc.land/kochava-fixes-the-mmm-data-problem-marketers-didnt-know-they-had/ #Marketing #DataAnalytics #MarketingMixModeling #DataValidation #Measurement
Kochava fixes the MMM data problem marketers didn't know they had

Measurement company releases data validation tool addressing broken spend tracking, naming inconsistencies, and revenue gaps that derail marketing mix modeling.

PPC Land
PPC LandSep 28
Kochava study shows TikTok impact 35% higher with marketing mix modeling: New research from Kochava spanning major North American mobile apps reveals marketing mix modeling uncovers significantly greater incrementality than last-touch attribution methods. https://ppc.land/kochava-study-shows-tiktok-impact-35-higher-with-marketing-mix-modeling/ #Kochava #TikTokMarketing #MarketingMixModeling #MobileApps #AttributionModeling
Kochava study shows TikTok impact 35% higher with marketing mix modeling

New research from Kochava spanning major North American mobile apps reveals marketing mix modeling uncovers significantly greater incrementality than last-touch attribution methods.

PPC Land
Ricardo GregoApr 12, 2023

Olha que interessante essa estratégia de previsão de eventos "raros"/escassos em séries temporais:
https://forecastegy.com/posts/daily-marketing-mix-model/
"Instead of predicting only the next day’s sales, we predict the sum of sales for the next few days."

O contexto é Marketing Mix Modeling, uma técnica para determinar o grau de influência de diferentes canais de mídia no resultado de vendas.

#Marketing #MachineLearning #DataScience #MarketingMixModeling #MMM #TimeSeries

How I Built A Daily Marketing Mix Model For A Product That Doesn’t Sell Every Day

Last time, I learned it’s very important to have the most granular data possible to build a modern marketing mix model. Usually, this means having daily impressions and conversions (e.g. sales) data. I wanted to find a way to use the power of daily models even with products that don’t sell every day. My course sales data have more days without sales than days with sales, which makes it into a zero vs something prediction instead of a regular regression.