Imagine this situation. You work in a large organisation as a digital marketing manager. You observe a sharp increase in GA direct, organic and brand generic web traffic. You want to explain the uptick but there’s nothing in your digital data that can explain it. However, you do know that your brand launched a TV/AV … Read More
Month: March 2020
What is the craft of media planning?
Over the last year people have been increasingly talking about the “craft” of media planning. Back in February 2019, Gideon Spanier the media editor of Campaign wrote, “the craft of media planing needs to make a comeback” and he further opined that “media planning has declined in importance in recent years – with serious consequences”. … Read More
Brands must grow before they can be harvested
Over the last decade, as an industry, we have become brilliant at harvesting the lower funnel. Every prospect who is showing “signals” of making a purchase can be digitally tracked and retargeted from the first flicker of interest to the point of purchase. This tracking has evolved to increase any one brand’s chances of closing … Read More
What are dependent and independent variables, coefficients and contributions in MMM
Dependent and independent variables, coefficients and contributions in MMM: In full MMM, or funnel attribution modelling: Dependent variable: Typically, the dependent variable is a commercial KPI metric like site sessions, registrations, leads, subscriptions or sales. In your MMM, this is the variable whose movement is dependent on the movement of other variables. Independent variables: These … Read More