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The advertising industry, worth a staggering $700 billion, has often been overlooked as a significant contributor to supply chain emissions. However, digital advertising, in particular, carries a substantial carbon footprint, primarily due to the energy consumption of...
With developed markets having more than 40% of purchases happening online, analyzing data and decision-making need to keep up with the faster-paced transactions. Upgrade data-tracking with dashboards that can track results in real-time. In Europe, 40% of hair...
Surprisingly, consumers in the automotive industry are not loyal and even a handful of satisfied customers are willing to change brands. Learn more about your consumers by establishing your 1st party data strategy and leveraging your current customers. Improve...
What is attention economy? Attention is selective, finite, and voluntary. The term selective attention points out that even if something is visible, it is not guaranteed that it will be noticed. Consequently, it is crucial to measure what people actually focus...
In today's digital age, data is the currency that drives successful marketing strategies. Among the various types of data available, first-party data holds a special significance for brands. First-party data refers to the information collected directly from customers...
Ads Data Hub (ADH) is a privacy-focused platform created by Google that allows advertisers to gain insights into the performance of their Google Ads, DV360, Campaign Manager, and YouTube campaigns while protecting the privacy of individual users. ADH works by allowing...
This article will emphasize the significance of negative keywords in PMax. Aside from that, this article will also guide you on how to add them to your Performance Max Campaigns (PMax). Negative keywords are essential for excluding irrelevant terms and phrases from...
Excess Share of Voice ( ESOV ) is a planning framework in marketing that determines the right amount of marketing spend that is linked to the overall business growth objective. John Philip Jones developed it in the 1990s. Share of Voice (SOV) is a metric that...
Introduction to MMM and Bayesian Statistics Bayesian statistics offers a powerful alternative approach to modeling that can help overcome some of the limitations of frequentist methods and provide richer and more nuanced insights into the data. Marketing Mix...
What is adstock in marketing mix modeling? Adstock is a concept that is commonly used in marketing mix modeling (MMM) to account for the carryover effects of advertising Adstock refers to the amount of residual impact that an advertisement has on consumer...