Digiday
Jul 23, 2024
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Advances in cloud computing and machine learning have helped to democratize marketers’ abilities to use MMM.
In the never-ending quest to answer the famous Wanamaker question — I know half my advertising is working, I just don’t know which half — media mix modeling was hailed for years as a possible solve, but it always took a long time before one could see the results of what MMM uncovered.
"Using AMM to capture what was previously unmeasured behind walled gardens, as well as a model that refreshed monthly to give timelier and more accurate metrics of the campaign’s incremental revenue and ROAS by channel, the brand was able to get “a comprehensive understanding of their media effectiveness, leading to more informed decision-making, optimized budget allocation, and higher ROAS and revenue incrementality,” Owens added."