Citing high levels of success in optimizing and operationalizing their media allocations strategies, Fortune 500 insurance leader Aflac has renewed with Analytic Mix for the third year in a row. “Analytic Mix has been a great partner for the past three years,” said Dan Womack, Senior Manager, Head of Insights at Aflac. “They’ve consistently delivered insights that have helped us optimize our media allocations to better drive sales results. We renewed with Analytic Mix because, quite simply, nobody else can do what they do for us.”[Read More…]
Long-Term Effects of TV Advertising: Why Does It Matter, and What Determines It?
The role of determination time in calculating ad effectiveness
Many software products have flooded the marketplace that claim to calculate the ROI on TV advertising. But how effective are they? Most look only at the short-term effect of TV advertising by measuring the spike in KPIs such as website visits and online sales within a short (one to two hours) time window of a TV spot airing. Unlike other elements of the marketing mix, such measurement models fail to take into account that the effect of a TV ad can persist for a long time. [Read More…]
When Attribution Modeling and MMM Talk to Each Other, ROI Happens
There are several methods to allocate marketing budget across channels. Marketers often use terms such as Media Mix Modeling (MMM), digital attribution, multi-touch attribution and cross-channel attribution, but what do these terms mean? What are these techniques used for? Are these methods complementary? In this article, we’ll take a look at how attribution modeling and MMM work, and why you need them for a true perspective of media impact on sales and KPI. [Read More…]
