In today’s digital arena, marketing dollars are gradually moving away from conventional upper-funnel media such as linear TV in favour of performance-based channels at the bottom of the funnel. This is an area where more apparent methods of measurement provide greater chances for provable returns for brands.
On the other side, privacy is predominantly taking centre stage as consumers become more and more conscious of how brands use their data. This, in turn, pushes marketers and brands to experiment with various new approaches to target the right customers at the right time in a privacy-safe manner.
Although experimenting with new techniques is undeniably important, dusting off some old yet significant marketing practises and incorporating them into the marketing strategy also makes sense.
In that regard, marketing mix modelling (MMM) is one of the prominent practises that marketers can consider. And, as a way of reiterating it, DAC, the international performance marketing agency, has released some myths around MMM based on its hundreds of MMM analyses across dozens of industries.
Here are the myths and facts on MMM by DAC: