Topic: budget optimization
-
Google Meridian now reveals marketing ROI insights
Google's Meridian MMM now offers more precise ROI insights by integrating both media and non-media factors like pricing and promotions, enabling smarter budget decisions. The model includes channel-level contribution priors and enhanced adstock functions to tailor insights using historical data a...
Read More » -
Google's Open-Source MMM Program Gets Major Upgrade
Google has upgraded its open-source Meridian marketing tool with new capabilities to measure non-media variables like pricing strategies and integrate expert knowledge for smarter budget allocation. The enhanced platform now allows marketers to better assess long-term impacts of upper-funnel mark...
Read More » -
MMM: Why It Scares Marketers & Why You Need It
Marketing mix modeling (MMM) is a contentious tool in marketing, with enthusiasts seeing it as a solution to attribution issues and skeptics recalling flawed implementations due to conflicts of interest. MMM is regaining relevance due to privacy regulations and tracking restrictions, as it doesn'...
Read More » -
Top MMM Tools Compared: Meridian vs. Robyn vs. Orbit vs. Prophet
The marketing mix modeling landscape now includes powerful open-source tools like Google's Meridian and Meta's Robyn, which are comprehensive, production-ready systems that automate complex analysis to directly output budget recommendations. Robyn is noted for its accessibility, using automation ...
Read More » -
Black Friday 2025: Spot Real InfoSec Deals & Avoid the Noise
Black Friday 2025 offers significant discounts on essential cybersecurity tools and training, providing career and organizational advantages amid a growing global talent gap and expanding market. The event serves as a strategic investment window with 30-50% reductions on rigid annual subscription...
Read More » -
Google Ads Performance Max: New Asset & Channel Reporting
Google Ads is enhancing Performance Max campaigns with new asset and channel reporting features to offer advertisers deeper insights and greater control over budget optimization and ROI. Key updates include asset reporting segmentation by device, time, and network, plus channel performance report...
Read More » -
Stop Uncontested Ads From Draining Your Holiday Budget
A major flaw in Google's auction system, the "Uncontested Google Ads Problem," causes advertisers to waste significant budgets by paying high costs even when no competitors are bidding. This issue leads to overpayment across brand terms, Shopping ads, and general keywords, as the system fails to ...
Read More » -
Incrementality: The True Measure of Marketing Impact
Incrementality measures the actual additional conversions and revenue directly caused by marketing campaigns, distinguishing true impact from mere correlation. It is typically assessed through methods like randomized holdout testing or geographic comparisons, comparing exposed groups to control g...
Read More » -
Salesforce vs. Dynamics: Which Masters Revenue Attribution?
A CRM system is essential for linking sales and marketing activities to revenue, with the choice between platforms like Salesforce, Microsoft Dynamics, and HubSpot depending on a company's existing technology and specific needs. Revenue attribution within a CRM reveals which campaigns drive conve...
Read More »