Arima’s Post

Make sure your retail media investments are working as hard as you are! Identify Retail Media complexities that can impact your profitability, while learning practical strategies for balancing spend, optimizing Ad placements, and leveraging data to enhance your ROI in today’s MindgruveMacarta blog. https://bit.ly/3XUvVVr #RetailMedia #eCommerceMarketing

Here’s how we track ad account targets in 3 steps: Step 1: Report + update overarching business metric → aMER target → Target first-purchase ROIC → Based on yesterday, 7-day, and MTD analysis Step 2: Report + update in ad account performance → Per product SKU basis → Looking at conversions/spend → Backing in 7-day click to 28-day Target Step 3: Compare ad account performance with targets Finally, we mesh Step 1 and Step 2 by looking at the performance of the ad account as it ties into your overall business metrics. This helps us stay on track, ensuring you hit performance targets as an overarching business, looking at total ad spend against your aMER target.

How do you determine the value of your marketing channels? 🤔 You should think of this as a measurement triangle with three distinct approaches: ➡️ Media Mix Modeling (MMM): A top-down approach 📉 focusing on aggregated metrics like spend, impressions, or clicks. This method helps us understand the value of both online and offline components. ➡️ Multi-Touch Attribution (MTA): A bottom-up perspective 📊, tracking every user touchpoint across the journey to evaluate the contribution of each channel. ➡️ Incrementality: Through randomized control trials 🧪, we compare the performance of a channel's impact on two separate groups—those exposed and those not exposed to the ads. Each method offers a different lens 🔍, but they’re all aimed at answering the same question: How much is each channel worth? Remember, these should complement each other, not be used in isolation. #MarketingAnalytics #MMM #MTA #Incrementality #Measurement

𝗗𝗼 𝗬𝗼𝘂𝗿 𝗠𝗠𝗠 𝗦𝗮𝘁𝘂𝗿𝗮𝘁𝗶𝗼𝗻 𝗖𝘂𝗿𝘃𝗲𝘀 𝗙𝗮𝗹𝘀𝗲𝗹𝘆 𝗦𝘂𝗴𝗴𝗲𝘀𝘁 𝗖𝗼𝗻𝘀𝘁𝗮𝗻𝘁 𝗦𝗲𝗮𝗿𝗰𝗵 𝗥𝗢𝗜 𝗪𝗵𝗲𝗻 𝗧𝗩 𝗦𝗽𝗲𝗻𝗱 𝗗𝗿𝗼𝗽𝘀? Marketing Mix Models (MMM) are invaluable tools, but their saturation curves may fall short when it comes to accurate long-term forecasting. A critical limitation often overlooked is the lack of interaction effects between channels. Consider this scenario: Your brand's MMM shows search advertising approaching saturation, suggesting limited room for growth. Based on this curve, you expect search performance to remain constant even as you cut TV spend to save costs. However, you're surprised to see search ROI decline significantly in the following quarter. This example highlights how traditional MMM saturation curves often fail to capture crucial cross-channel interactions. In reality, TV advertising might be driving search interest, and reducing TV spend could impact search effectiveness - a dynamic not reflected in isolated channel curves. While MMM saturation curves provide valuable insights, recognizing their limitations is crucial for more nuanced and accurate forecasting, especially when making significant changes to your marketing mix. 𝗛𝗼𝘄 𝗵𝗮𝘃𝗲 𝘆𝗼𝘂 𝗮𝗰𝗰𝗼𝘂𝗻𝘁𝗲𝗱 𝗳𝗼𝗿 𝗰𝗿𝗼𝘀𝘀-𝗰𝗵𝗮𝗻𝗻𝗲𝗹 𝗶𝗻𝘁𝗲𝗿𝗮𝗰𝘁𝗶𝗼𝗻𝘀 𝗶𝗻 𝘆𝗼𝘂𝗿 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗽𝗿𝗲𝗱𝗶𝗰𝘁𝗶𝗼𝗻𝘀? #MMM #saturationcurves #crosschannelinteractions #marketingmixmodel #roi #forecastiong #roianalysis #CrossChannelAttribution #MarketingInsights #AttributionModel #MarketingEffectiveness #traditionalmmm  

Marketing Mix Models (MMM) are helpful but often overlook interaction effects between channels. For example, cutting TV spend might unexpectedly lower search ROI because MMM saturation curves don't capture how TV ads drive search interest. Recognizing these limitations is essential for accurate forecasting and informed marketing decisions.

At Hahn, we believe it's time to retire the advertising value equivalency model that we have today. This is a PR measurement model that's 40 years old and pretty outdated... but it's still used by many brands. It's time for your business to have access to accurate qualitative data and sentiment. Luckily, there's a better solution out there—earned lift metrics. This earned lift model analyzes sales, media coverage, and customer behavior to accurately predict and improve media impact. If this interests you, be sure to check out our video here to learn a bit more. #EarnedLiftMetrics #MediaImpact #PRMeasurement

 🚀 Performance Insights: What's Working and What Needs Attention? 📊 Here's a quick breakdown of our recent ad campaign performance (May 9–15, 2024 📅) : 🔝 Top Performers : ✅ Pool Store Search (M+L) : 🌟 1.16K impressions - leading the way! ✅ Silver Fox Search (M+L) : 630 impressions - solid engagement. 📈 Significant Increases : ✅ MAK Service Search (M+L) A/B Test: +60% 🎉, showing promising results from experimentation. ✅ Pool Store Shopping (PMax): +43% 🛒, driving strong visibility! ⚠️ Areas of Concern: ❌ Silver Fox Search (M+L): -46% 📉 (543 fewer impressions) – time for optimization? ❌ MAK Service Search (M+L): -45% 📉 (102 fewer impressions) – let's diagnose the drop. ❌ MAK (PMax): -38% 📉 (3.15K fewer impressions) – reviewing creative strategy. 💡 Next Steps: We’ll double down on what’s working while analyzing areas with dips to ensure consistent growth and engagement. 🚀 Let’s keep the momentum going! What’s your go-to approach when campaigns show mixed signals like this? 🤔👇 #DigitalMarketing #AdPerformance #DataDrivenDecisions #Growth

Performance marketing is a fast-growing strategy for CTV advertisers, but there’s a lot to keep track of in the space. Join us for an EMARKETER Tech-Talk Webinar, presented by MNTN, to hear how to stay ahead of new developments in customer acquisition strategies, measurement capabilities, and more. ➡ Register now: https://bit.ly/3T6UPPi #CTV #advertising #CTVstrategy

"How do you approach measurement in a retail media space that doesn’t have a lot of standardization yet?" This is not just a pain point for Georgia-Pacific LLC - known for their staple paper products like Brawny, Quilted Northern, Angel Soft, and Dixie. The retail media industry is fragmented. Each platform has its own metrics and reporting standards, posing a challenge for advertisers to measure performance consistently across networks. Doesn't matter your size - this is an industry-wide pain point. But I think it's helpful to see how Paras Shah & GP have created their own media mix modeling to gauge & measure and, ultimately, find a "single source of truth." In Three steps: 1️⃣ Standardize investments across internal measurement capabilities. 2️⃣ Create a retail media measurement framework, looking at KPIs that align with the marketing objective, i.e. stage of funnel. 3️⃣ Set guidelines for in-campaign optimization and post-campaign evaluation. This Q&A by Chris Kelly with Marketing Dive is packed with additional valuable insight. Sharing the full article in the comments!