Applied Brand Science’s Post

Analytics 101: correlation vs causation via @xkcd. You're never too old to re-learn it either. I was chatting with @herbertmattj from Tracksuit recently about two particular challenges with understanding causality in marketing: 1. CAUSAL DIRECTION: Do we have the arrow going in the right direction? F'rinstance, HALF of company website visits happen AFTER people buy a brand's product. You know: to learn more. 2. MULTICAUSALITY: Are we forgetting something else that's also at play? F'rinstance, lots of EFFIE or IPA cases claim the creative idea of a campaign was the cause of a sales lift. But sometimes that was the first time the brand had spent any money on advertising in a long time. So maybe the ad spend was also a cause, eh? (And let's not even mention expanded distribution.) Wanting to find causality is a masssssssssive human instinct. It's extremely adaptive. And it's also super-easy to get wrong. Now excuse me while I put on my lucky jersey so the Eagles can beat the Ravens this Sunday. GO BIRDS.

Had a great meeting with a client yesterday where we discussed the need for #marketinganalytics. #ROI and tangible results should be at the core of every discuss and factored in to pre-campaign planning. What almost had me openly laughing is when it was shared that internal people, who don't fit the target audience profile, complain when they aren't served the #ads; making the internal #marketing role complicated. #Analytics and #targetedmarketing tactics are at the heart of every campaign and strategy. Yet, inbound leads, increase website traffic and call volume aren't the analytical bench mark; sometimes, it's just about having the right people see what's being put into market so they feel good about budget allocations. While I'm not a big proponent of this; it's human nature and as a #marketer, we need to understand all the stake holder perceived value when creating campaigns. (Then after commiserating with your client on that challenge, stop and get lobsters straight off the boat if you're on the New England seacoast.)

Technology and Analytics... Ever since Neil Borden coined the term “marketing mix” in 1949, companies have searched for ways to analyze and refine how they market and promote their products. For a long time, the leading analytic approach to this problem was “marketing mix modeling,” which uses aggregate sales and marketing data to suggest strategic adjustments to a firm’s marketing efforts. But in the realm of digital ad measurement, this approach was largely taken for an outdated behemoth, easily outmaneuvered by the immediate, precise, and deterministic attribution of new technology-enabled. From HBR Journal The industry is fast converging on an accepted standard practice for solving the problems associated with MMM – calibrating your model with lift tests. This new technique for “triangulating” the truth is touted by both Google and Meta as the solution to loss of tracking data, and may finally help us deliver on the vision of a single source of truth to prove the value of advertising to executives and the finance team. #techanalytics,#kiEsquare,#marketmixmodelingfordigitalmedia

Marketing attribution is both an art and a science. We discover patterns in customer data and apply these insights to develop strategic marketing plans. This blend of creativity and analytics isn't a binary choice—it's an essential synthesis driving results. What's your perspective on the art and science in marketing attribution? Let's discuss! #attribution #marketingandadvertising #advertising #marketinganalytics #strategy #provalytics #cookies

Is your data telling you the whole story? In a world driven by results, it's easy to focus solely on the numbers. But remember, behind every click and conversion, there's a person. Integrating qualitative insights with your quantitative data provides a fuller picture of your marketing impact. Dive deeper into behaviors and motivations for a strategy that resonates on a human level. Blend art and science for truly impactful marketing solutions. #attribution #marketingandadvertising #advertising #marketinganalytics #strategy #provalytics #cookies

Okay, marketers, let's get a little nerdy (but make it fun)... Imagine you could see the future... of your marketing campaigns! Well, kinda. Here's the lowdown on some magic tricks for your marketing toolkit: Marketing Mix Modeling (MMM): Think of it like a recipe for success 👨🍳. MMM looks at all your marketing ingredients (ads, social media, etc.) and tells you which ones make the most delicious sales pie. Demand Forecasting: The marketing weather report 🌤️. It predicts how much people will crave your product in the future. Stock up or scale back? This is your guide. Competitor Analytics: It's like putting on their glasses for a sec 👀. See what your rivals are cooking up - their strengths, weaknesses, and secret sauce! Unmet Needs Analytics: This one finds the hidden treasure 💎. What do customers want that NO ONE is giving them? Fill that gap and become a hero! Trend Analytics: Hop on the trend train before it leaves the station 🚄. Spot what's hot and what's not, so your marketing stays fresh and ahead of the curve. So, ready to be a marketing wizard? ✨ Let me know which of these analytics superpowers is your fave! #marketinganalytics #MMM #demandforecasting #data #trends

𝐈 𝐮𝐬𝐞 𝐭𝐡𝐢𝐬 "𝐚𝐩𝐩𝐫𝐨𝐚𝐜𝐡" 𝐢𝐧 𝐦𝐲 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐞𝐬. 𝐇𝐚𝐯𝐞 𝐲𝐨𝐮 𝐧𝐨𝐭𝐢𝐜𝐞𝐝? Analytics isn’t just numbers. It’s the key to understanding what works and what doesn’t in small business marketing. Here’s why it’s essential: 1. It helps you understand your audience deeply ↳ Analytics reveal who is engaging with your content and what they care about. Use this insight to tailor your message for maximum impact. 2. It highlights what’s working (and what’s not) ↳ Example: Track metrics like click-through rates and conversions. This helps you focus on strategies that bring real results, saving time and budget. 3. It enables data-driven decisions ↳ Don’t guess—use data to make informed marketing choices. Analytics allow you to pivot quickly and optimize campaigns for better outcomes.

💡 How Do You Measure ROI in Marketing Activities? This is one of the most frequent questions our clients ask when we pitch our services as a marketing agency. When we get this question, we know it’s often not from the Marketing Manager or Director asking on their own behalf, but a query they’ve received from their CEO or Managing Director. Marketing Managers also struggle with this question due to the complexities of attribution across multiple channels and the time lag that exists between campaign execution and measurable results. This makes calculating ROI in the short term a challenging task. Measuring ROI involves seven key steps: 1️⃣ Setting Campaign Objectives 2️⃣ Assigning Monetary Value to Each Objective 3️⃣ Tracking the Right Metrics 4️⃣ Using Attribution Models 5️⃣ Utilizing Marketing Analytics Tools 6️⃣ Considering Long-Term Impact 7️⃣ Comparing with Industry Benchmarks Have you ever asked yourself this question? Let's discuss in the comments Stay tuned for next week’s Friday Marketers Digest, where we’ll dive into the steps one by one #procom #marketing #ROI

📊 Crack the Code to Effortless Marketing Performance Tracking! Yes, Organizer hands down has the best recommendation trusted by clients across the globe! Marketers, let’s be honest—tracking the success of your campaigns across multiple platforms can feel like a never-ending juggling act. But what if there was a tool that made it all….effortless? Enter Occuz—the game-changing platform that has revolutionized the way marketing efforts are optimized and monitored. Here’s why tracking your performance isn’t just important—it’s essential: 1️⃣ Cut Costs: Stop wasting budget on campaigns that don’t deliver. 2️⃣ Work Smarter: Make decisions backed by real-time data. 3️⃣ Know Your Audience: Target with precision and maximize engagement. 4️⃣ Hit Your Goals: Stay aligned and crush your KPIs. Curious how Occuz can transform your strategy? Shoot an email with “More on Occuz!” to contact@organizercorp.com and discover how to elevate your marketing game 🚀 #MarketingStrategy #PerformanceTracking #DigitalMarketing #MarketingTools #MarketingTips #DataDriven #ROI #CostEfficiency #AudienceTargeting #KPITracking #MarketingSuccess #OptimizeYourMarketing #MarketingInnovation #TechForMarketers #MarketingGrowth

Heads up: If you can’t distinguish between incremental and non-incremental conversions, it's like navigating your campaigns blindfolded. 😵💫 Think about it: How much of your budget is going to waste on campaigns that look promising in-platform reports but aren't driving real results? The truth is, without proper incrementality testing, you might be: ❌ Overestimating your campaign’s actual impact ❌ Missing opportunities to leverage your best-performing channels ❌ Spending valuable resources on ineffective strategies Here’s how to gain clarity: ✔️ Develop hypotheses using insights from MMM and attribution ✔️ Test and measure your incremental conversions ✔️ Refine and repeat It’s time to remove the blindfold and truly understand the effectiveness of your marketing efforts. Facing challenges in measuring incrementality? Let's discuss! #lifesight #marketingmixmodeling #incrementalitytesting #marketingmeasurement #marketinganalytics #marketingtools #marketinginsights #marketingstrategy