Tag Archives: Modeling

Why you should add predictive modeling to your marketing mix

Learn how predictive modeling can optimize your marketing campaigns through accurate audience segmentation, strategic ad placement and more. Jessica Hawthorne-Castro on January 31, 2024 Predictive analytics provides a solid foundation for data-driven decision-making for marketing campaigns. But while most marketing leaders already use some form of predictive analytics, specifically predictive modeling, many still struggle to … Continue reading Why you should add predictive modeling to your marketing mix →

Marketing-Mix Modeling Looking From The Bottom Up

Marketing Transformation

Marketing-Mix Modeling Looking From The Bottom Up by Laurie Sullivan , Staff Writer @lauriesullivan, October 16, 2023 Marilyn Barnett was an on-camera model for a local Detroit grocery store called Farmer Jack. Every week the store would run an ad. When she decided her modeling days were done in 1972, she leaned into the cross-traffic of … Continue reading Marketing-Mix Modeling Looking From The Bottom Up →

Google Search: A Gross Margin Framework For Generative AI Modeling

Google Search

Google Search: A Gross Margin Framework For Generative AI Modeling by Laurie Sullivan , Staff Writer @lauriesullivan, October 12, 2023 Google, Microsoft and others focused on search are preparing the ad industry to make one of the biggest transitions with the introduction of generative artificial intelligence (GAI). On Thursday, Google announced the ability to create images with … Continue reading Google Search: A Gross Margin Framework For Generative AI Modeling →

Preparing for marketing mix modeling: What you need to know

Marketing Technology

Google Analytics 4 is of limited use for attribution modeling. That’s where marketing mix modeling comes in. Katie Robbert on August 25, 2023 Do you see more “unassigned” and “direct” traffic in your Google Analytics account even if you’re careful with your UTM tagging? That’s because data privacy regulations protect the users visiting your website. … Continue reading Preparing for marketing mix modeling: What you need to know →

Why we care about marketing attribution modeling

Marketing Attribution

Learn more about attribution modeling, what it is, different types of attribution modeling and how you can use it as a digital marketer. Danni White on April 14, 2023 Attribution modeling is what many marketers use to help determine the comparative value of a marketing or advertising channel. Understanding the value of these channels and … Continue reading Why we care about marketing attribution modeling →

Marketing mix modeling: A marketer’s guide

Marketing Innovation

With increased pressure to prove the value of marketing, it’s time to revisit the MMM approach. Jason McNellis on March 2, 2023 Boards and the C-suite expect CMOs to lead the way to profitable growth in 2023 despite various macroeconomic pressures manifesting into the “triple squeeze,” making everything more expensive. And although marketing budgets, as … Continue reading Marketing mix modeling: A marketer’s guide →

Attribution Modeling Is Not Dead, Yet

Marketing Attribution

Attribution Modeling Is Not Dead, Yet by Tony Jarvis , Op-Ed Contributor, November 18, 2022 The Advertising Research Foundation’s (ARF) “Attribution & Analytics Accelerator” conference concluded Thursday with a focus on attribution models. Alice Sylvester, Partner of conference co-host Sequent Partners opened the day with a huge challenge: “Attribution is not dead but what is … Continue reading Attribution Modeling Is Not Dead, Yet →

Predictive Modeling: How Data Can Help You Predict the Future

Productivity

Sara Card — January 13, 2020 As a marketer, do you ever wish you could predict the future? If you could just figure out which shoppers were more likely to buy something in the next month, for example, you would know which of them to target with ads. If you could just identify which customers … Continue reading Predictive Modeling: How Data Can Help You Predict the Future →

eCommerce Attribution Modeling Made Easy

Marketing Attribution

Nicole Blanckenberg — November 22, 2019 Follow @https://twitter.com/NicoleBlancken So, here’s the thing: your eCommerce attribution modeling strategy is probably costing you sales. Why? There is a significant chance that you are reading your Google Analytics and Tag Manager data wrong, which can result in incorrect assumptions and counter-strategies that ultimately hurt your eCommerce business in … Continue reading eCommerce Attribution Modeling Made Easy →

What is Topic Modeling? How Do You Use Topic Modeling for SEO

SEO Trends

Garry Grant — January 20, 2019 Follow @seoinc — January 20, 2019 What is Topic Modeling? Topic modeling itself is a complex system that ranks content based not just on the keywords, but also on the context. We are long past the days when all you had to do was stuff some keywords in the … Continue reading What is Topic Modeling? How Do You Use Topic Modeling for SEO →