Topic
Every post on the Index about marketing mix modeling.
Todd argues that most measurement systems optimize for one customer response, though marketing triggers many. He presents Agile Insights Modeling as a middle-out approach between top-down MMM and bottom-up MTA, separating incremental response from organic demand across the customer journey.
By Todd Kirk
Todd uses a MediaPost piece on the K-shaped ad economy to argue that marketing measurement leans too heavily on averages. Segments respond to price, merchandising, assortment and media differently, so models should capture that variation instead of compressing it.
By Todd Kirk
Todd argues that programmatic TV's targeting promise only pays off with measurement at a granular level. MMM that stops at channel or platform performance risks paying premiums for noise, so he says marketers should ditch aggregate measurement.
By Todd Kirk
Todd argues that CTV's growth and precision targeting are wasted if marketing mix models stop at channel and platform level. Measurement needs granular detail on audiences, creatives, publishers and placements, or AI ends up optimizing on averages.
By Todd Kirk
Todd argues that LinkedIn and Amazon are changing B2B advertising through CTV targeting of professionals. Aggregate marketing mix models will leave advertisers behind, so Todd favors granular measurement across campaigns, audiences, creatives, publishers, formats, geographies and placements.
By Todd Kirk