You have probably done it. Exported a campaign report to CSV, dropped it into ChatGPT and asked what on earth is happening with your CPAs. The answer came back fast, confident and beautifully written. It was also frozen in time, blind to nine of your ten platforms, and built on whatever slice of data survived …
Marketing mix modelling (MMM) estimates what your marketing actually caused, using aggregate data and statistics rather than tracking individuals. It went out of fashion when click attribution felt precise, and came back the moment that precision evaporated. If your iOS attribution is mostly modelled, your cookies are consent-gated and half your spend sits in channels …
Technology plays an important role in our daily job as marketers, almost everything we do, to a certain extent, is related to technology. Technology continuously evolves and we should do so with it.
Media tracking is important, the budget spent in media campaigns of the vast majority of multinational companies is enormous, failing to measure it properly could lead to bad decisions affecting the overall performance of the business.
Targeting is fundamental. It has changed the way marketing is understood. It has shifted marketing from mass broadcast advertising to a more smart focused Ad exposure.
The phase out of third party cookies in Chrome will mainly affect your web display media activities. Chrome aims for a sustainable and more secure web advertising ecosystem.