There is an active and polarising debate about whether Bayesian priors should be used in MMM. Broadly speaking there is a progressive group of academics and practitioners who argue that the use of Bayesian prior values, effectively applying guideline results bounds to your model, makes models more flexible and insightful. And on the other side … Read More
How reliable is your marketing mix model (MMM)?
Can you trust your MMM? A marketing Mix Model (MMM) can produce challenging results, especially if you have been relying on last touch( LT) attribution. When presented with challenging results your first question may well be “can I trust the model?”. The answer to this depends largely on the quality of the model as expressed … Read More
UK Media Adspend and Revenue Forecasts 2026
In this article, we ask how the UK media spend landscape might look as we move through 2025 and into 2026. We use publicly available AA WARC adspend data as a reliable source for baseline spend levels, and we use our own modelling to identify and extend underlying trends to forecast 2026 spends by channel. … Read More
Techniques to evaluate marketing uplift experiments
Experiments are an important way to validate marketing effectiveness measurement. This post will take you through some approaches to evaluating marketing uplift experiments. Let’s assume you run a test TV / VOD campaign over 4 weeks in March 2025. How can you measure the sales revenue uplift it created? In this post, we’ll look at … Read More
What is incrementality in marketing – extracting trend, seasonality and brand equity
Marketing incrementality is sales revenue that is over and above that which might be expected with no marketing activity. Establishing incrementality is critical if you want genuine brand growth. Why? Because many performance platforms collect, report and even double-count sales from multiple sources, including those which might happen even if you didn’t run any activity. … Read More
Brand fame; what it is, what it delivers and how to build it.
Let’s take a closer look at why brand fame is such an important part of building brands In this POV originally written for mSix & Partners, I explore brand fame; what it is, what it delivers and how to build it. We are assisted by insight from some of advertising’s leading thinkers; Paul … Read More
Why digital media attribution could be compromising your media ROI
You’ve probably heard the expression ‘The devil is in the detail‘. It tells us that focusing on detail is the way to solve problems. In many ways, this expression is true, but in this post I’d like to argue that placing too much focus on the digital detail can mean marketers and their agencies miss … Read More
What are the 4Ps of the Marketing Mix
The 4Ps are one of the key concepts that underpin marketing strategy and tactics. The Ps stand for Product, Price, Place and Promotion. They were conceptualised by the distinguished US marketing and research academic, E Jerome McCarthy. Before we look at the 4Ps in detail let’s summarise the difference between strategy and tactics: Strategy: Sets … Read More
Why we must learn to build brands in digital media
In this article, written for the mSix’s website, I highlight how digital media has passed the tipping point and why marketers must evolve beyond the simplistic ‘long and short duopoly’ and use digital media to build brand fame as well as driving performance. The time is right to challenge and develop the original works of … Read More
Towards Attention Metrics by Media Channel
Research into attention to advertising is going to drive a rethink in how we view media channels Attention metrics concern the degree of attention consumers give to different advertising media channels. This is important if we accept that higher attention is likely to lead to higher cognition and memory retention. The value of attention isn’t … Read More