In this insightful session, panelists Will Burghes, Head of Professional Services at Rockerbox, Eli Hile, Senior Director of data and analytics at Tombras, and Aoun Jafarey, Senior Vice President, Client Solutions & Data Science at Publicis Groupe delved into the intricacies of marketing measurement, emphasizing the importance of validation and calibration. The discussion revolved around leveraging methodologies like Multi-Touch Attribution (MTA), Marketing Mix Modeling (MMM), and incrementality testing to refine attribution accuracy and optimize media investments.
Catch the session on demand here.
Key Takeaways
- Validation vs. Calibration
- Validation: The process of assessing the reliability of attribution results using external data (e.g., testing, MMM).
- Calibration: Adjusting attribution results to create unified KPIs, reflecting true marketing impact.
- Why Validation Matters
- Ensures decisions are based on robust, cross-referenced data.
- Helps mitigate biases and limitations inherent in single-model approaches.
- Builds confidence in media investments by aligning closer to real-world outcomes.
- Choosing the Right Methodology
- MMM: Ideal for holistic impact analysis, especially for established channels with extensive historical data.
- Incrementality Testing: Flexible for new channels or tactics; effective for measuring specific questions like baseline incrementality.
Note: Channels like podcasts and influencers often demand tailored validation approaches due to control constraints.
- Real-World Applications
- Case studies highlighted discrepancies between perceived and actual performance in channels like brand search, revealing surprising insights. For instance, tests showed significant variation in incrementality between brand and non-brand search terms.
- Integrating Insights into Strategy
- Use tools like BI dashboards (e.g., Tableau, Power BI) to incorporate calibration multipliers into daily reporting.
- Employ testing results to refine attribution models and optimize budget allocation.
- Handling Contradictions in Data
- Expect differences between MMM, MTA, and testing outputs.
- Prioritize testing for channels with significant discrepancies to reconcile and validate results.
- Future-Proofing Data Foundations
- Invest in robust data collection infrastructure, focusing on granularity and consistency.
- Standardize taxonomies across campaigns for seamless analysis and reporting.
- Regularly audit data systems to ensure readiness for evolving methodologies.
- Communicating with Leadership
- Address resistance to change by highlighting waste or missed opportunities.
- Use real-world stories and low-risk tests to build credibility and buy-in for new approaches.
Final Thoughts
The webinar reinforced that while no model is perfect, combining methodologies like MMM and testing, paired with a strong data foundation, empowers marketers to navigate complexity and drive measurable impact. Participants left with actionable strategies to enhance their marketing measurement frameworks and foster alignment across teams and stakeholders.