Yeimy Garcia Smith’s Post

🚀 Where should brands focus their marketing measurement planning for the year ahead? Yeimy Garcia Smith and Michelle Pope Snell share their top four trends in marketing measurement for 2025 with WARC readers and outline why brands must prioritize accurate measurement to stay ahead. 📊 🎯 The key takeaway? Nothing is more powerful than having the proof you need to say it’s working. That’s why measurement should be at the heart of your marketing strategy. Read the full article here: https://lnkd.in/eWYgQQnt #Marketing #Measurement

We know that many brands presume that choosing the “best” methodology and letting it work its magic is all that is required to get actionable, reliable insights. However, things are a little more complex than this, so we have created an easy-to-follow guide on triangulation in marketing measurement. In this guide, we cover: 🚀 What is triangulation in marketing measurement? 🚀 How to do triangulation 🚀 Why should we triangulation ... and more! Want to learn how to make the most of diverse measurement methods? Read our article here: https://lnkd.in/ezf8zWSS

Exploring the potential of utilizing a 1985 Marketing Playbook to address measurement challenges in 2024 raises intriguing possibilities. Can timeless strategies be the key to modern measurement success? Embracing the past to enhance the future is a concept worth exploring. #MarketingStrategy #MeasurementTrends

If you've ever thought, "Spend $1,000 in Marketing, get $2,000 back in Sales—so why not invest $10 million and get $20 million?" you're missing a critical concept: diminishing returns. The more you spend, the harder each additional dollar has to work—and the less it delivers. On top of that, adstock reminds us that not all impact is immediate; some sales roll in days or weeks after the initial spend (while digital tends to be more immediate, TV and print tend to have delayed effects). In our recent webinar with marketing analytics expert Jim Gianoglio, we explored these two concepts that shape your Marketing ROI curve. 1. Diminishing Returns: Why incremental investment eventually yields smaller gains. 2. Ad Stock: How lag and decay in media impact stretch your results over time, not just at launch. Why it matters: 1. Avoid Over-Spending: Know when to reallocate instead of pouring more budget into a plateauing channel. 2. Measure Real Impact: Understand delayed conversions and long-term brand lifts. 3. Use Better Tools: From open-source frameworks like Meta's Robin to advanced Bayesian models, MMM is more accessible than ever. You no longer need to spend 6-figures on Marketing Mix Models and wait 3-4 months for key insights. Watch our brief video, and if you'd like to learn more, watch our entire webinar recording.

If you've ever thought, "Spend $1,000 in Marketing, get $2,000 back in Sales—so why not invest $10 million and get $20 million?" you're missing a critical concept: diminishing returns. The more you spend, the harder each additional dollar has to work—and the less it delivers. On top of that, adstock reminds us that not all impact is immediate; some sales roll in days or weeks after the initial spend (while digital tends to be more immediate, TV and print tend to have delayed effects). In our recent webinar with marketing analytics expert Jim Gianoglio, we explored these two concepts that shape your Marketing ROI curve. 1. Diminishing Returns: Why incremental investment eventually yields smaller gains. 2. Ad Stock: How lag and decay in media impact stretch your results over time, not just at launch. Why it matters: 1. Avoid Over-Spending: Know when to reallocate instead of pouring more budget into a plateauing channel. 2. Measure Real Impact: Understand delayed conversions and long-term brand lifts. 3. Use Better Tools: From open-source frameworks like Meta's Robin to advanced Bayesian models, MMM is more accessible than ever. You no longer need to spend 6-figures on Marketing Mix Models and wait 3-4 months for key insights. Watch our brief video, and if you'd like to learn more, watch our entire webinar recording.

In today's data-driven marketing landscape, consumers interact with brands across multiple channels, accurate attribution is paramount for optimizing campaigns and driving business growth. However, relying solely on a single attribution model can lead to a distorted view of marketing performance, hindering strategic decision-making. Discover the strengths and weaknesses of prominent attribution solutions and learn why a multi-approach strategy provides a more comprehensive understanding of your marketing campaigns. Read the full blog here: https://lnkd.in/g_rNqdfb

How Digitalization Has Transformed The Chief Marketing Officer https://lnkd.in/gycuQ36w #marketing #digital #dataanalytics #marketing #brandingexpert #consumertrends #businessgrowth #advertising #business #thel3agency #blackbusinessesmatter

There is a lot of room for improvement in the conversation about marketing effectiveness. Too often, when pressed by finance colleagues, marketers default to a narrow definition of effectiveness – advertising results https://lnkd.in/eRuWUEVE

Marketing Week's latest study reveals a notable decline in the industry’s focus on marketing effectiveness, with only 53.4% of marketers seeing an increase in attention over the past three years. This shift signals a potential reevaluation of expectations from marketing departments, especially amidst economic pressures prioritizing sales and profit margins. As marketers, how do we navigate this changing landscape while ensuring our marketing strategies remain impactful and give us a competitive advantage? https://lnkd.in/gmANZ66M

Marketers can’t optimize on last-touch attribution alone... Last-touch attribution (LTA) models often favor lower funnel demand capture channels with a seemingly attractive CPA. But LTA underweights upper funnel channels, eventually leading to the demand drying up. Read Sarah Renner's latest blog where she outlines four situations when marketing effectiveness tools (such as MMM and MTA) can be particularly helpful for organizations: https://lnkd.in/gRvMWeQD