Media Mix Modeling Demystified: Basics You Need to Know | Gabriele Franco скачать в хорошем качестве

Media Mix Modeling Demystified: Basics You Need to Know | Gabriele Franco

SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔 The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth! In this episode of the Efficient Spend Podcast, Gabriele Franco, CEO and co-founder of Cassandra, discusses the evolving landscape of Marketing Mix Modeling (MMM). He shares insights from his journey in developing tools that democratize complex marketing analysis for non-technical marketers. Gabriele explains the impact of iOS 14, the challenges of media allocation, and how modern MMM tools can guide strategic decision-making for brands, enabling them to optimize their marketing spend with precision and confidence. About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth. About the Guest: Gabriele Franco is the CEO and co-founder of Cassandra, with extensive experience in performance marketing, managing over €12 million in advertising investments. He is passionate about making advanced marketing mix modeling accessible to non-technical marketers, helping businesses optimize their media spend. VISIT OUR WEBSITE: https://www.efficientspend.com/ CONNECT WITH PAUL:   / paulkovalski   CONNECT WITH GABRIELE:   / gabriele-franco-hybrida   TIMESTAMPS: 00:00 - Introduction 3:13 - Current Trends Shaping Marketing Mix Modeling (MMM) 7:56 - Common Misconceptions About MMM 11:03 - Spend vs. Impressions as Key Inputs in MMM 14:22 - Measuring Incremental Contribution, Organic Factors, and Context 19:09 - The Role of Historical Data and Statistical Accuracy in MMM 20:38 - Strategic Use of MMM vs. Micro Adjustments 24:15 - Onboarding Process, Calibration, and Incremental Testing 26:51 - Validating Upper Funnel Investments with MMM 31:04 - The Role of Seasonality in Allocating Marketing Budgets 32:32 - Re-evaluating Metrics Like CPA and ROI in MMM EPISODE LINKS: https://mmm.cassandra.app/#howitworks https://www.meta.com/business https://www.nielsen.com/news-center/ https://www.kantar.com/expertise/adve... https://github.com/facebook/prophet