🎤 In this Data Coffee interview, Aleksandra Semenenko, Director of Data Science & Global lead on MMM at Artefact talks about #IncrementalityTesting and #MarketingROI and how to combine the two in your business strategy. 📽️ Watch her interview: https://lnkd.in/eZARaWBF 🎧 Listen to the podcast: https://lnkd.in/eR-x_5cy 🔎 Aleksandra explains that, unlike Marketing Mix Modeling (#MMM), Incrementality Testing is less demanding regarding resources and #data, allowing companies to start more simply. She uses the example of a large company with 25 different markets to show how Incrementality Testing can identify which marketing campaigns generate positive or negative ROI, enabling investment optimization. 💡 Watch the video and gain more insights: - Incrementality Testing is a tactical tool, focusing on short-term operations and allowing for quick adjustments. - MMM (#MarketingMixModeling) provides a long-term strategic view. - Incrementality Testing and MMM can work together in mature organizations, offering diverse and rich insights for improving business results. - Incrementality Testing promotes #agility by encouraging businesses to experiment with various marketing channels and tactics. - It allows for adjustments based on real-time feedback and performance. 🎯 Both MMM and Incrementality Testing provide valuable business insights, but while MMM is conducted once or twice a year for strategic planning, Incrementality Testing is ongoing, delivering immediate and actionable insights for operational teams. The #MROI (Marketing ROI) advanced model of Artefact, which encompasses the MMM methodology, is the key to maximizing marketing strategy impact and unlocking ROI growth. It helps businesses: 1️⃣ Allocate marketing and media budgets between geos, brands and channels, 2️⃣ Define the right mix across digital and offline channels. Scale campaign budgets on an ongoing basis. 👉 To learn more about MROI, read our Artefact Data Digest #newsletter: https://lnkd.in/e6R2erxS
Really great insights on MMM and Incrementality Testing… thanks for sharing your thoughts Aleksandra Semenenko
Facilite le Data Management dans le secteur de l’Énergie
6dIn our area of “AI everywhere”, MMM is an excellent example of “come back to basics” and “data soberness approach”