DAC：2023打破营销组合模型（MMM）的神话白皮书（英文版）（8页）.pdf

1、In partnership withBreaking down the myths of marketing mix modelingMost brands now view MMM as a critical part of the analytics toolkit,but are often misled about what it can and cannot do2The Business of BrandsAd AgeJune 2023Custom white paperBreaking down the myths of marketing mix modelingMost b

2、rands now view MMM as a critical part of the analytics toolkit,but are often misled about what it can and cannot dohere is a must-read primer on the topicIts official:Marketing mix modeling(MMM)isback.This traditional analysis technique,more commonly referred to as media mix modeling,is experiencing

3、 a resurgence at a time when marketers are rethinking their entire approach to data and web analytics.On top of that,given the current economic conditions,marketers are having to make difficult choices about where and how to spend their budgets.Namely,whether to continue to shift dollars away from t

4、raditional,upper-funnel media like linear TV toward performance-based channels at the lower end of the funnel,where clearer measurement techniques provide more opportunities for provable returns.Todays brands are looking for alternative ways to measure the impact and effectiveness of their marketing

5、 across all channels and disciplines.This is largely a function of the ongoing transformation of the data landscape,ranging from the impending removal of cookies to the recent shift to Googles new GA4 Analytics platform.There is also a growing conversation about how a litany of marketing functionsfr

6、om search engine optimization to customer experience designcould be transformed by artificial intelligence,and specifically by Microsofts investments in OpenAI and ChatGPT and Googles Bard technologies.All of this is happening in an era when orga-nizations have greater access to the analytics tools,