By Maria Bastero
Content Manager at Marketing4eCommerce
LThe Marketing Mix Modeling revolution and advertising effectiveness is a topic of discussion in any circle of marketing professionals today, as it is a model that is becoming key to addressing , among other things, the cookieless revolution and coping with the increasingly complicated hyperconnected consumer scenario .
However, the key to effective measurement is not just implementing an MMM model, but also maintaining it over time. This is where the concept of “MMM Always On” comes into play , which involves continuous egypt number data measurement of ROAS (Return on Advertising Spend). This means being able to capture over time changes in consumer behavior, competition, and other factors that can affect advertising performance, including saturation of advertising media or increases and decreases in the effectiveness of each channel over time.
At the epicenter of this revolution is Kraz , an agency specializing in Marketing Mix Modeling , which has developed Athenea, an MMM Software as a Service (SaaS), and plans to present it at a limited-capacity event this coming October 25 in the center of Madrid . This solution not only addresses the need for continuous measurement of advertising effectiveness, but also provides a smooth transition for those companies that have relied heavily on last-click attribution.