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Saturation Curves in MMM: understanding concepts like diminishing returns As businesses seek to optimize their marketing efforts, it's essential to understand the relationship between marketing spend and performance. One approach is to use saturation curves in...
Usage of geo experiments to measure marketing effectiveness In this article, you will learn about how to set an incrementality testing experiment that uses geolocation data instead of cookies. Geo experiments allow companies to measure the impact and...
In today's beauty-conscious world, the cosmetics industry is experiencing remarkable growth, driven by evolving consumer preferences, technological advancements, and increasing emphasis on self-care. As the global demand for cosmetic products continues to soar, with...
On Tuesday, May 23rd, the Google Marketing Live 2023 took place with the majority of Google’s updates and announcements centering on how AI-powered tools can empower businesses to drive better results, connect with their customers, and deliver the right message at the...
The advertising industry, worth a staggering $700 billion, has often been overlooked as a significant contributor to supply chain emissions. However, digital advertising, in particular, carries a substantial carbon footprint, primarily due to the energy consumption of...
With developed markets having more than 40% of purchases happening online, analyzing data and decision-making need to keep up with the faster-paced transactions. Upgrade data-tracking with dashboards that can track results in real-time. In Europe, 40% of hair...
Surprisingly, consumers in the automotive industry are not loyal and even a handful of satisfied customers are willing to change brands. Learn more about your consumers by establishing your 1st party data strategy and leveraging your current customers. Improve...
What is attention economy? Attention is selective, finite, and voluntary. The term selective attention points out that even if something is visible, it is not guaranteed that it will be noticed. Consequently, it is crucial to measure what people actually focus...
In today's digital age, data is the currency that drives successful marketing strategies. Among the various types of data available, first-party data holds a special significance for brands. First-party data refers to the information collected directly from customers...
Ads Data Hub (ADH) is a privacy-focused platform created by Google that allows advertisers to gain insights into the performance of their Google Ads, DV360, Campaign Manager, and YouTube campaigns while protecting the privacy of individual users. ADH works by allowing...