Marketing Mix Modeling for Online Stores: Do You Need It?
Marketing mix modeling needs years of weekly data and budgets that move for their own reasons. A check you can run, our store data, and what to do instead.
Tag
#incrementality
5 articles tagged "incrementality"
The Meta Ads Halo Effect: What Really Rises With Your Meta Budget, and What Doesn't
The Meta ads halo effect tested on real orders: what rose with Meta spend, what did not, three false proofs, and how to read the Meta row.
Advertising Incrementality: What Would Sell Without the Ads
Advertising incrementality asks what would sell without the ads. The eBay and Airbnb experiments, test limits for small stores, five signals from orders.
Bidding on Your Own Brand Name: What the Data Says
Bidding on your own brand name flatters ROAS while organic absorbs most clicks. Data from 225 geo tests, when brand bidding pays off, and how to test it.
How View-Through Conversions Inflate ROAS
Meta counts view-through conversions: people who saw an ad and never clicked. Where they hide in Meta and Google reports, and how to measure ROAS without them.