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. 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 piece of 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 Council couldn’t ignore this fundamental change and prepared a guideline for advertisers to help… 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 decisions based on statistics and analytics are more effective than those based on 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… Read more »

Marketing Mix Modelling, Attribution, Multi Touch Attribution, Unified Measurement Approach, advantages and disadvantages of Marketing Mix Modelling and Attribution, effective marketing measurement, marketing measurement challenges, AdoptoMedia

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 playersб and absolute experts to provide a thorough analysis of relevant marketing trends. Top speakers included the representatives of giants like Adobe, Google, Facebook, McKinsey & Company, etc. A global management consulting firm, McKinsey & Company, presented its innovative ideas concerning the Marketing Operating Model. They propose an omnichannel, person-based optimization approach that has already proven effective and is expected to save Optus, the second-largest telecommunications company in Australia, $15 million in marketing costs.   To fully understand how this new-generation solution is going to changes the industry, begin by examining the current landscape. One of the biggest challenges marketers face today is measuring Marketing Return on Investment (MROI). In 60% of cases, they are unable to estimate the long-term or short-term impact of their marketing efforts. While various approaches are available to address the MROI question, none are flawless. The main drawbacks of existing methods: And the real problem is lack of data. McKinsey advises the following 5 methods to optimize marketing and increase your revenue by 2-5%: What exactly this transition means?… Read more »

MROI, ROMI, media budget, media spend, Media Mix Optimisation, advertising channels