Tag: MTA

Marketing effectiveness measurement in a cookieless world

Customer data online is getting more protected with new privacy-related announcements from Google and Apple. Marketers already have to comply with GDPR in Europe, CCPA in California, etc., and recent changes are going to influence marketing effectiveness measurement even more. After third-party cookies are eliminated and iOS 14.5 update is rolled out the effectiveness and accuracy of some measurement approaches will suffer. This article will help you understand how the changes will affect the tools you are currently using and what solutions you should add to your measurement arsenal to ensure business growth. Take a free test to check if your company is ready to face the post-cookie reality. Google has announced that it is going to phase out third party cookies in its browser Chrome by 2022, and Firefox 86 already has a total cookie protection feature. Another news comes from Apple, that has released an update for iPhone with a new privacy-related feature. IDFA tracking used to be enabled by default, and now you can opt out of in-app ad tracking, and 88% of iOS 14.5 users globally have already done so, which led to a negative reaction from Facebook and ad spending drop. The IAB Advertising Effectiveness… Read more »

How to use MMM and MTA correctly?

There is a variety of tools for measuring marketing effectiveness and even more solution providers on the market. Using the right ones is crucial for your business success. In this article you will find out how to choose the most suitable vendor and correctly apply marketing mix modelling and attribution to achieve outstanding results. We are trying to keep you updated on all marketing measurement trends, that’s why we prepared an article on the use of measurement tools after the phase-out of cookies and IDFA. Get ready to privacy changes and apply solutions that won’t be affected by the new conditions. See how MMM, MTA, brand studies and other approaches are going to function without third-party cookies. Now there are no doubts about whether to evaluate marketing performance because statistics and analytics is more reliable than experience and gut feeling. According to Gartner’s 2018 survey, where 503 respondents from large companies were interviewed, marketers who use strategic measurement tools report significant performance improvement. It happens because high-quality measurement allows improving planning capabilities and increase enterprise value. The debates now are going on about which tool is the most suitable to evaluate marketing effectiveness. Keep in mind that before applying any… Read more »

McKinsey Revolutionary Media Mix Optimization

OMR Festival 2019 took place in Hamburg on 12th and 13th of May 2019. This event brought together international stars of the digital marketing, promising new players and absolute experts to provide a thorough analysis of relevant marketing trends. Top speakers included the representatives of giants like Adobe, Google, Facebook & co. A global management consulting firm McKinsey & Company also presented their inspiring innovations concerning “Marketing Operating Model”. They propose omnichannel person based optimization that has already proved effective and will save $15mln on marketing for Optus – the second largest telecommunications company in Australia.   To fully understand how this new generation solution changes the industry we should start with the current standing; and the biggest challenge we are facing today is that many marketers still struggle with MROI measurement and in 60% of cases are unable to estimate either long-term or short-term marketing impact. Various approaches available today help to answer the MROI question, but none is flawless. A/B testing is a simple technique that allows to see incremental impact by comparing two groups, test and control ones. It helps to identify more successful media tactics and improve performance, but it cannot deal with a more complex… Read more »