There are many complaints around marketing mix modelling outputs, such as: It can’t explain small spends There is a big piece of base It is costly to split by segment It is not always easy to action Here are a few ideas to help get the most out of the process: 1. Provide additional insights or benchmarks …
Category: Attribution
How do you consider CRM in attribution?
Attribution is about looking at the contribution of all channel activity to determine which channel or combination of channels are driving the sales and uplift. When it comes to CRM as one of those channels, assuming most of your existing customers are on your CRM program (permissions willing etc), you can easily get into a …
Why is attribution todays “hot topic”?
When it comes to attributing success metrics, each channel typically has its own way of measuring its impact or performance. These approaches are generally how we make our decisions on what media to buy: Any direct mail/email/tele comms would match the outbound with responses Broadcast media like TV & radio would look for an uplift …
