Topic: data inputs
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How Top Marketers Win With Performance Max
Performance Max is a Google Ads approach that uses machine learning instead of manual controls, requiring marketers to adapt their strategies and trust the algorithm for effective scaling. The campaign type automates targeting and ad assembly, limiting direct control over placements and creative ...
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Marketing Mix Modeling's Real Issue: Adoption, Not Tech
The primary obstacle for marketing mix modeling (MMM) is not technical but organizational, as companies often fail to act on insights due to outdated processes and a lack of continuous, integrated strategy. Effective MMM requires cross-functional ownership, transparent data practices, and faster ...
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