Ecommerce brands that embrace advanced MEM techniques will move beyond simply tracking performance to actively improving it. This guide provides the framework to ensure that every marketing dollar contributes to long-term, sustainable growth.
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What You’ll Learn:
- The Current Measurement Landscape: Understand the complexities of today’s marketing environment and why traditional attribution models are no longer enough. Marketing Effectiveness Measurement (MEM): Discover how MEM moves beyond data collection to provide the insights needed for informed decision-making and strategic budget allocation.
- How to Measure Marketing Effectiveness in Ecommerce: Learn about a triangulated approach that combines MMM, IT, and Causal Attribution to capture the full impact of your marketing efforts across the customer journey.
Marketing Mix Modeling (MMM): Explore how MMM evaluates the effectiveness of various channels, helping you optimize your marketing mix and identify incremental ROAS. - Incrementality Testing: Understand the critical role of IT in determining the true impact of your marketing activities and how it can refine your attribution models.
- Causal Attribution: Learn how to go beyond correlations to identify the real drivers of marketing success, ensuring that your strategies align with business goals.
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