Why Every Media Team Needs a Measurement Playbook (Not Just a Dashboard)
Why Every Media Team Needs a Measurement Playbook (Not Just a Dashboard) If you’ve ever felt lost in the maze of media analytics jargon—MMM, incrementality, geo-testing—you’re not alone. But what if I told you these aren’t just buzzwords; they’re your roadmap to mastering media performance? Let’s dive in and demystify how these analytics tools actually work—and how you can leverage them to move from tactical execution to strategic mastery. Marketing Mix Modeling (MMM): Beyond the Rear-view Mirror MMM might sound like staring at your past data through a foggy window....