Making sense of Marketing Measurement
Learning to live in a post-cookie world
It’s difficult to imagine a website visit without the infamous cookie pop-up. But with growing privacy concerns and a changing digital landscape, we need to prepare for a very empty cookie jar. Which isn’t easy. While most marketers still rely on third-party cookies to measure performance, Marketing Mix Modeling (MMM) has already been hailed as the next big thing.
So what is the future of marketing measurement actually going to look like?
While MMM often seems like the obvious solution, the reality is a little more complex. But, with MMM having been around since the 1980s, it is an important piece of the puzzle. It’s open-source, privacy-friendly, used by tech giants like Google and Meta and the topic of our next Time to Make Sense online masterclass by our Growth Lead Luuc van der Aa and Marketing Analyst Bart van Vlerken.
You’ll walk away from this masterclass knowing…
- how marketing measurement has evolved from the 80s to today
- the core, pros & cons of Marketing Mix Modeling
- whether MMM is suitable for your brand or business
- how your current mix of measurement solutions can collaborate to achieve the best result
- how to work with your MMM results.
