A Guide To Marketing Effectiveness Measurement For Ecommerce Brands

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.