Dynamic Marketing Mix Modelling - Learn about the latest methodology in attribution and media measurement to maximise the return on your budget in this session with ISBA Partners, Entropy.
Dynamic MMM is a new econometric tool aimed at digital and eCommerce first businesses.
Traditional MMM usually takes 3-4 months for data collection and presentation back to the client. This tool is set up to allow always on and monthly refresh of attributed sales. It provides:
• Diminishing returns by media channel
• Channel headroom and scalability
• Optimisation recommendations – how to change the mix for best effect.
Due to the nature of the methodology it is private by design, with no requirement for PII, individual log level data, no cookies or pixel data.
Programme
With privacy changes to iOs devices and the phasing out of the cookie digital attribution won't work in the way it has for brands previously. Dynamic MMM offers a way for brands to use some of the techniques used historically for "traditional MMM" but at the speed of eCommerce.
We'll show you how the tool will allow you in a cost effective way to understand sales attribution across your full media mix (including the full range of digital channels you use but also non-digital channels such as TV, OOH, radio etc).
We'll present several case studies to show the benefit to your organisation of adopting this methodology.
This event is aimed at advertisers that
o want a more accurate way of understanding digital attribution.
o haven't been able to justify internally the cost of MMM / econometrics historically
o want a cheaper and quicker form of MMM.
Presenter:
Alex Tait, Founder, Entropy MMM
Alex is the Founder of Entropy. Prior to Entropy Alex worked in varied senior digital and eCommerce leadership roles including as Media & Marketing Services Director at Unilever. He’s also worked at American Express, Kellogg’s and Royal Mail.