What are advertising analytics? Advertising analytics are a wide-ranging and scalable process of advertising and marketing data analysis that helps marketers determine the best course of action for future ad spend.
In this article originally published in AdWeek, VP of Client Strategy, William Parker, discusses how DTC brands must be willing to transform their media, message, and measurement to become dominant in their category.
A more precise and robust approach to advanced marketing analytics techniques utilizes marketing mix modeling (MMM). This approach relies on the identification of evidence that is both statistically significant and points to instances when media drove an incremental lift to sales, leads, or other KPIs.