What's the impact of TV ads?
As the Head of Growth of GoolyBib, you just bet big on TV as your next growth channel... but how do you measure the impact?
Based on Experience
Vetted industry professionals, that have experience working with these companies and others, consulted in an advisory capacity to ensure the content of this course was realistic.
This is a work of fiction. Unless otherwise indicated, all the names, characters, businesses, places, events and incidents in this course are either the product of the author's imagination or used in a fictitious manner. Any resemblance to actual persons, living or dead, or actual events is purely coincidental.
How do you answer the question "What's the impact of TV ads?" – learn how Marketing Mix Modeling can help you find the answer!
Marketing Mix Modeling
How do you measure the impact of your marketing channels when you can't track users? Marketing Mix Modeling associates spikes and dips in sales with events and actions in marketing, to calculate their incremental impact. Read More
1 hour, 10 minutes
|1. Email from the CEO – subject: TV?||As the Head of Growth of GoolyBib, you just bet big on TV as your next growth channel... but how do you measure the impact?||8|
|2. All models are wrong, some are more useful than others||You knew last-click attribution was far from perfect, but in this case it's useless: when there isn't a 'click', you're going to need another approach.||10|
|3. Matching spikes and dips to events and actions||The before and after method bought you some time, but now you need to learn how the professionals do it: Marketing Mix Modeling.||12|
|4. A friend of the CEO – hiring a consultant||MMM is a black box, and you don't have time to look inside – maybe it's time to call in a favor and bring in some outside help.||8|
|5. Getting ready: data collection & cleaning||You didn't realize the modeling process would be so all-encompassing... you need a lot of data and you want to get it into the right format, so you don't waste the consultants' time.||11|
|6. We've got the numbers, but can we trust them?||This isn't like the attribution methods you're used to – how do you make decisions and take actions based on the model?||9|
Frequently Asked Questions
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