BLOG MTA, MMM, or Incrementality Testing? How to Measure and Optimize Advertising Campaigns with an AI-driven Framework During my last call with an experienced Head of Digital, I was asked the most important question right at the end: “What is the most effective method to measure and optimize our marketing activities? Should we favor technologies …
BLOG MTA, MMM, o Incrementality Testing? Come Misurare e Ottimizzare le Campagne di Advertising con un framework AI-driven Durante l’ultima call con un esperto Head of Digital, mi è stata rivolta la più importante domanda proprio nei momenti finali: “Qual è il metodo più efficace per misurare e ottimizzare le nostre attività di marketing? Dovremmo …
BLOG AAI e Advertising: tra presente e futuro Introduzione “The Best Minds of My Generation Are Thinking About How To Make People Click Ads” Nel lontano 2011, con questa osservazione provocatoria, Jeff Hammerbacher, ex data-scientist di Facebook e fondatore di Cloudera, metteva in luce la grande quantità di talento e risorse investite nel campo dell’advertising …
BLOG Maximizing Marketing ROI: The Power of Marketing Mix Modeling Introduction “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”. This is a famous quote from John Wanamaker, successful businessman of the early twentieth century. Pity for him, at his time there were no many tools that …
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