MMM

New research reveals measurement flaws causing MMM to systematically misread affiliate performance—costing brands growth, efficiency, and market share.

Unlike traditional approaches that rely on rigid, macro-level testing frameworks, Northbeam Incrementality uses granular first-party data from its MTA system to design and run experiments tailored to each business.

The integration will translate incrementality signals into real-time planning and optimisation within Smartly, helping brands and agencies allocate budgets with confidence.

TLDR: Marketing Mix Modelling (MMM) is a statistical analysis technique that lets marketers measure the impact of their marketing and advertising campaigns to determine how various elements contribute to their objection. The insights help optimise ad spends and allow marketing teams to refine their efforts based on various factors that contribute to conversion or engagement In […]

The core of data-driven marketing is better characterisation of the individual. Google, Facebook and other platforms characterise users’ desires and match them to companies that can satisfy them. Users contribute to smart ecosystems, overlaid across devices and applications, and companies are analysing and capitalising on information quickly and in near real-time. It allows them to […]