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The MMM Gap - How Marketers are Navigating the Shift to Marketing Mix Modeling
Manage episode 421013812 series 3466622
Contenu fourni par Jim Gianoglio, Simon Poulton, Jim Gianoglio, and Simon Poulton. Tout le contenu du podcast, y compris les épisodes, les graphiques et les descriptions de podcast, est téléchargé et fourni directement par Jim Gianoglio, Simon Poulton, Jim Gianoglio, and Simon Poulton ou son partenaire de plateforme de podcast. Si vous pensez que quelqu'un utilise votre œuvre protégée sans votre autorisation, vous pouvez suivre le processus décrit ici https://fr.player.fm/legal.
How much should you be paying for Marketing Mix Modeling (MMM)? How do you make day-to-day tactical decisions when MMM isn't that granular? Should you go with open source MMM solutions, or stick with a vendor? Join Jim and Simon in this in-depth discussion about the current state and future of Marketing Mix Modeling (MMM). They cover the evolution of open-source MMM platforms like Meta's Robyn, Google's Meridian, and PyMC Marketing, and explore their pros and cons. They also discuss the implications of AI-driven ad units and the challenges they pose for measurement.
Links from the show:
- MMM Solution Comparison
- Questions to ask MMM Vendors
- Meta's Robyn
- Google's Meridian
- PyMC Marketing
- Uber's Orbit
- Recast
- PyMC Labs
00:00 Introduction and Greetings 00:44 Discussing the State of MMM 02:02 Exploring MMM Platforms 08:33 Quick Tangent - Baseball and Data Analytics 09:41 Comparing MMM Packages 12:23 Open Source MMM and Future Trends 25:45 The Origin of PyMC Marketing 26:54 Comparing Open Source Options 29:23 The MMM Gap: Challenges and Solutions 31:55 Triangulation and Platform Data 39:53 The Role of AI in Ad Buying 49:50 Future of MMM and Industry Trends
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