AIM by Kochava

Sarah's on a mission to conquer the mobile gaming world, and lucky for her, Always-On Incremental Measurement (AIM) is a powerful ally. 🎯 Watch her story unfold as she tackles the wild world of mobile gaming with AIM, transforming from just another UA marketer into THE UA marketer: https://lnkd.in/gH_wT4NV #digitalmarketing #gaming #marketingstrategy

Kochava Summit 2025: The Art of Measuring What Matters Bright minds, bold ideas, and real-world impact. This year’s event was one to remember. A special thank you to our sponsors for making it all possible: NBCUniversal | Bidease | Yahoo | Digital Turbine | Moloco | Snap Inc. | LG Ad Solutions | Aarki | Persona.ly | Remerge | Verve | Liftoff Mobile

How incremental is Paid Search? 🔎 The real answer is that it’s as incremental as anything else if done correctly. If done correctly and if measured correctly. Paid Search is a lower-funnel marketing channel that should be included in your Marketing Mix Models and not be ignored. It’s a best practice to separate Brand vs. Non-Brand search in the data when building MMM. - Brand search is highly influenced by other marketing efforts and organic brand strength. You might see numerous ads for a particular brand on TV, OOH or radio and then end up in search tab looking for that brand name. In this case brand search is influenced by other marketing sources.     That’s why brand search channels typically become the last point where the user was before the conversion and are hard to scale. -Non-Brand search captures intent-based demand, often linked to direct performance marketing efforts. Separating the 2 is key. Another important thing to factor in when measuring search incrementality is cross-channel interaction. Your MMM tool should be able to pick up the interplay between the networks and how one may influence another. Some marketing channels are highly correlated, making it difficult to isolate their individual contributions to sales, this concept is called multicollinearity. AIM by Kochava models account for cross-channel interactions, ensuring that upper-funnel media (like TV or Display) doesn’t over-attribute conversions to lower-funnel channels (like Search).

A useful read for anyone who measures anything in marketing. WTF is open-source marketing mix modeling? - by Marty Swant for Digiday It’s worth asking, or even re-asking, what is MMM in the era of online marketing as open-source LLMs, agents and other AI applications gain momentum. Gary Danks, general manager, AiM, at Kochava noted that the minimum data requirement to get started is three months — preferably closer to 12 — with inputs including marketing spend breakdown by channel (both online and offline), geography, and corresponding conversion data by platform, etc. “Next-generation SaaS MMM solutions have faster onboarding times than traditional MMM models, which can take six to 12 months to build,” he said, noting how they can be fully onboarded in approximately 50 days. “While traditional MMM provides only quarterly or bi-annual model refreshes, a SaaS MMM platform updates with daily data to provide always-on insights for weekly model refreshes.” #MMM #Marketing #LLM #AI #SaaS #marketingmixmodeling

Kochava Summit 2025: Day 3️⃣ Recap! After two days of insights, strategy, and discussions, it’s time to trade the conference hall for the mountain! As we close out #KochavaSummit2025, here’s a look at some of our favorite moments from the day so far 📸 Huge thanks to our sponsors Persona.ly for a fantastic brunch, Yahoo for the cozy Yurt Zone, Verve for the Sky House Club, and Snap Inc. for this afternoon's Après Ski Party! More to come!

Kochava Summit 2025: Day 2️⃣ Recap! Before we trade panels for powder tomorrow at Schweitzer (🤞), here are some highlights from today. Huge thanks to Digital Turbine, Aarki& Moloco for sponsoring breakfast, lunch, and our evening event—plus our panelists, hosts, and attendees for an awesome day!

Kochava Summit 2025: Day 1️⃣ Recap! What a kickoff! Here’s a look at today’s highlights: ✅ Fueling up — We started the day with a breakfast sponsored by Bidease before the keynote from Garry Ridge on Building a Tribe Culture. ✅ Looking ahead — Our CEO, Charles F Manning, shared our strategic vision for 2025 and beyond. ✅ TV as a performance channel — James Kreckler (NBCUniversal), Eisvina Balsyte (Starcom, and host Trevor Hamilton (Kochava) took the stage for The Art of TV Performance: The Role of Measurement in Driving Television as a Performance Vehicle. ✅ Powering through lunch — Thanks to Remerge for fueling us up before the afternoon sessions. ✅ AI & the future — David Berkowitz (AI Marketers Guild (AIMG), Ethan Lewis (Kochava), and Charles F Manning tackled AI and the Agentic Future. ✅ CTV transformation — Diane Alyssa F. (The Walt Disney Company), Ashley Zemel (Yahoo), and Brook Wilson (Kochava) explored Transforming Programmatic CTV: Disney+ and Yahoo DSP. ✅ The future of ad measurement — We closed out the day with The Art and Science of Ad Measurement for 2025, featuring Sheila Bhardwaj (Snap Inc.), Larry Allen (Comcast), Gary Danks (AIM/Kochava), and host Grant Simmons (Kochava Foundry). A special thank you to our MC: 🎤 Kimberly Manning, VP Marketing, Kochava What a day! Ready for round ✌️— see you tomorrow!

$7M for 30 seconds of ad time? 🤑 As the Chiefs chase a three-peat, marketers battle for eyeballs — and both face stiff competition at Super Bowl LIX. Grab some snackable insights before game day here: smart.link/sloci0yczepao #superbowllix #digitaladvertising #digitalmarketing

CTV: No longer just for the big guys. Here’s how it’s shifting 🔄 Most CTV ads have been dominated by big brands with big budgets. But the game is changing. Kochava’s contribution to the Tinuiti guide explores: ✅ How AI is democratizing video production for brands of all sizes ✅ Why smarter targeting tools are opening the door for smaller businesses ✅ The role of cross-platform attribution in measuring real results Sound game-changing? Download the guide to learn more: https://lnkd.in/gZp2yZDa #CTV #AdTech #DigitalMarketing

AIM by Kochava: Model refresh frequency, always-on reporting and usability for marketers. These are the key attributes to effective incremental measurement.