Next wave measurement: Marketing mix modelling in the age of retail media
10 min read
WARC Exclusive, July 2023
Summary
Demonstrates the role of MMM and highlights the advances being made in support of greater industry adoption of these advanced analytic solutions.
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- The right measurement is required to provide more nuanced insights into sales, shopping behaviour, pricing and advertising effectiveness for improved channel planning and execution in retail media.
- With the right scope and sufficient depth of signals, MMM can help address the complexity of the current landscape by providing a holistic view across all media and retail channels without the need to track consumers.
- Advances such as modelling retail channels separately and analysing signals from retail media platforms can help increase the impact of MMM learnings.
Topics
- Data analysis
- Data protection & privacy
- Tech-driven innovation
- E-commerce & mobile retail
- Tracking theories & ideas
- Long-term vs short-term effectiveness
- MMM & attribution
- Marketing budgets
- Media & communications budgets
- Digital media effectiveness
- Digital media planning & buying
- Retail media
- Media research theories & ideas
- Cross-media & multimedia effects
- Strategy
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