Topic
Every post on the Index about media mix modeling.
Todd uses Walmart's acquisition of Vibe to argue that media, commerce and analytics are merging into one system. He says modeling all investments together, rather than channel by channel, shows which ones amplify others and which add little incremental value.
By Todd Kirk
Todd argues that brands evaluating retail media in isolation miss which spend creates true incrementality. Using a modeling approach across TV, retail media, digital, social and promotions during the World Cup, an online retailer found some placements amplified other channels while others shifted existing demand.
By Todd Kirk
Todd argues that last-click attribution misses the impact of connected TV, podcasts, influencers and retail media, which often produce no trackable click. He says measurement should model how spend, timing, audiences and creative change behavior, rather than follow individual users through pixels.
By Todd Kirk