Posts tagged with: measurement
3 posts
Omnichannel Studies make a comeback powered by Machine Learning
The proliferation of media channels and the increasing importance of data privacy are driving marketers to seek alternative strategies for measuring and optimizing their advertising efforts. In this new context, traditional Marketing Mix Models (MMMs) emerge as a viable alternative to address these challenges, aiding marketing professionals in making data-driven decisions with confidence.
Mobile Attribution in 2026: Beyond the MMP
Before App Tracking Transparency (2021), Mobile Measurement Partners (MMPs) operated with deterministic precision. The IDFA allowed for a direct connection between an ad impression, an install, and an in-app event, making MMPs the "single source of truth". Post-ATT, with IDFA opt-in rates hovering between 15-30%, that model collapsed. MMPs migrated to probabilistic attribution using IP addresses, timestamps, and device characteristics to make "educated guesses". Meanwhile, SKAN (SKAdNetwork) offers deterministic but aggregated data, often with 24-48 hour delays that hinder daily optimization. The result: The "Big Five" dominant MMPs (AppsFlyer, Adjust, Branch, Kochava, Singular) now primarily display what ad networks send them. Real attribution is now performed by Meta, TikTok, and Google using their own proprietary models.
Are Marketing Mix Model Guidelines Applicable to my Team?
Marketing Mix Models are powerful tools that provide valuable insights into the effectiveness of marketing activities. While high-level MMMs offer a broad overview, adapting these studies to address specific segments, markets, or tactics can yield more actionable insights. By conducting segmented analysis, collecting granular data, and performing deep dives, brands can optimize their marketing efforts to meet the diverse demands of their consumers. It’s a tool that will help marketers and C-Level executives to understand the DNA of their marketing efforts and be more effective in how they develop future strategies, while looking to improve their team development and knowledge.
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