Beyond Impressions: Bridging The Gap Between MMM Inputs and Campaign Outputs
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A household-name UK retailer uses econometrics to understand marketing ROI and inform its media investment. But when one of its biggest campaigns of the year underperformed following a revised platform mix, the topline results could not explain why.
In this session, AudienceProject will show how cross-media measurement added the audience-level clarity needed to diagnose what was happening across the digital campaign. By looking beyond impressions and ROI to understand reach, frequency, overlap and the incremental contribution of individual platforms, the analysis helped uncover what was behind the underperformance and provided clearer direction for future media investment.
The session will explore how cross-media measurement can complement marketing mix modelling by connecting high-level ROI analysis with the audience behaviour and channel dynamics needed to make more actionable planning and optimisation decisions.
Time: Day 1, September 23 | 11 a.m.
Speaker: Martin Radford | Solutions Director, UK | AudienceProject
Tour Host: tba
Learning Journeys: The DMEXCO Learning Journeys offer you concise, curated tours covering relevant topics in the digital economy. Visit selected exhibitors, experience practical best practices, and gain concrete insights in just 30 minutes. All participants receive a 500 EUR discount (on selected courses) for their Learning Journey at the BVDW Academy.
The DMEXCO Learning Journeys are aimed at professionals, executives, and decision-makers in marketing, media, e-commerce, and digital business who want to stay informed about current developments, learn about best practices, and exchange ideas with industry peers.
