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There’s still a lot of debate about which method - MTA or MMM - is the best choice for assessing marketing effectiveness. Personally, I believe both have their place, however, as someone who works closely with SMBs, I lean more toward MTA 𝗚𝗶𝘃𝗲𝗻 𝘁𝗵𝗲 𝗱𝘆𝗻𝗮𝗺𝗶𝗰 𝗻𝗮𝘁𝘂𝗿𝗲 𝗼𝗳 𝘁𝗼𝗱𝗮𝘆’𝘀 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗹𝗮𝗻𝗱𝘀𝗰𝗮𝗽𝗲, 𝗠𝗧𝗔 𝗶𝘀 𝗮 𝗯𝗲𝘁𝘁𝗲𝗿 𝗳𝗶𝘁 𝗳𝗼𝗿 𝗦𝗠𝗕𝘀. Here’s why: ⤷ MTA offers touchpoint-level data, helping SMBs track what drives conversions in real-time via the customer journey, which MMM’s long-term approach can’t match. On the other side, MMM looks at the big picture, which works for large brands but leaves SMBs lacking detailed insights for daily optimization. ⤷ MTA delivers (almost 🤣) real-time data, allowing for quick campaign adjustments - critical for SMBs (which are working with tight budgets and fast turnarounds). MMM relies on large datasets and extended timelines (quarterly/twice-a-year check-up? CMOs can't wait till then) ⤷ As third-party cookies decline and platforms like TikTok, Meta, and Google limit data, MTA’s use of first-party data and server-side tracking shines. SMBs can directly capture user interactions and maintain control over customer insights for more precise targeting. ⤷ MMM often requires deep resources - data scientists and complex modeling. MTA, on the other hand, is more accessible for SMBs, offering a cost-effective way to measure campaign performance. With easy integration of first-party data, SMBs can scale without massive upfront costs. ⤷ While MMM provides accuracy over time, it lacks agility. SMBs need to pivot quickly, and MTA’s real-time data allows businesses to adapt fast, maximizing growth and efficiency without waiting for months of analysis. ____________· ⋅˚₊‧ 🎀 ‧₊˚ ⋅ ·____________ 🌷 Hi, I am Chloé Nguyen from NestScale 🌷 🔔 Follow me for more insightful posts about #ecommerce #shopify #shopifyplus #adtracking #advertising #cookielessfuture #multipletouchattribution #customerjourney #googleads #facebookads #tiktokads #omnichannelmarketing #nestads #nestscale

Thanks to The Current and our partners at The Trade Desk for allowing me to share some thoughts on data as it relates to retail media and what the future of identity resolution looks like. #UniversalMedia #retailmedia #identityresolution

🚀 Flow recently shared insights on current AdTech trends, the power of First Party Data and the shift its driving in both marketing spend and innovation. 💡 “It’s an exciting time because of this massive paradigm shift. We’re living on edge of change and it’s healthy." says Flow Co-CEO and Co-founder, Gil Sperling. 🤓 👉 Take a look at these valuable insights shared with Bizcommunity.com here. https://bit.ly/3KDX2Ot #Flow #AdTech #RetailMedia #FirstPartyData #DataSolutions #AdTechSolutions #AdTechInnovation #MarketingTrends

𝐄𝐯𝐞𝐧𝐭 𝐏𝐚𝐫𝐚𝐦𝐞𝐭𝐞𝐫𝐬 𝐢𝐧 𝐆𝐀4: 𝐆𝐨𝐢𝐧𝐠 𝐁𝐞𝐲𝐨𝐧𝐝 𝐭𝐡𝐞 𝐁𝐚𝐬𝐢𝐜𝐬 In Google Analytics 4, 𝐞𝐯𝐞𝐧𝐭 𝐩𝐚𝐫𝐚𝐦𝐞𝐭𝐞𝐫𝐬 are the secret sauce that turns simple tracking into a powerful insight engine. While most users are familiar with standard events like pageviews or clicks, it's the custom event parameters that truly unlock the potential of your e-commerce analytics. Imagine tracking not just an 'add to cart' event, but also capturing details like product ID, category, and even promotional codes used at the time. These parameters give you a richer understanding of customer behavior, allowing for more targeted marketing strategies and product recommendations. Whether you're tracking specific user interactions or segmenting audiences based on these detailed actions, event parameters let you go beyond the basics and dive deeper into your data. 𝐇𝐨𝐰 𝐚𝐫𝐞 𝐲𝐨𝐮 𝐮𝐬𝐢𝐧𝐠 𝐜𝐮𝐬𝐭𝐨𝐦 𝐞𝐯𝐞𝐧𝐭 𝐩𝐚𝐫𝐚𝐦𝐞𝐭𝐞𝐫𝐬 𝐭𝐨 𝐞𝐥𝐞𝐯𝐚𝐭𝐞 𝐲𝐨𝐮𝐫 𝐞-𝐜𝐨𝐦𝐦𝐞𝐫𝐜𝐞 𝐢𝐧𝐬𝐢𝐠𝐡𝐭𝐬? #GA4 #GoogleAnalytics4 #GTM #Ecommerce #EventTracking #EcommerceAnalytics #DigitalMarketing #WebAnalytics

With so much money pouring into #retailmedia, #CPG's should be leveraging all available #data to make sure that they get the most out of their investment. Using data to optimize media is not new, but using daily story data to inform and measure is new. By utilizing daily #PointOfSale data, CPG's can identify high-performing (or low-performing) products and allocate their digital advertising budget more effectively, maximizing ROI and minimizing wasted ad spend. Here's a simple use case. Don't spend ad dollars where your product is not available. Seems like a no-brainer, but getting daily in-store inventory data has historically been cumbersome and typically not something that would flow through to the marketing department. It's used by the supply chain, demand planning and retail execution teams and there is often a disconnect with marketing. Use daily sales data to confirm/inform that a new product launch actually has the product on the shelf. A simple way to know this is that there will not be sales if the product is not available. Crisp ingested daily sales data and overlaid the geo-coded impressions from the supporting digital ad campaign for a new product launch for a top 10 CPG. The results were astounding. Nearly 40% of the ad budget was wasted due to the new product not being available in certain markets, even though ad dollars were spent there! Of course, there are many reasons why a product is not available, from distribution issues to the product sitting in the back of the store because no one knows where it goes in the store. Regardless of the 'why', the waste was enormous and ad budgets could have been re-allocated to markets where the new product was available. Harnessing the power of daily point-of-sale retail data in digital advertising is essential for CPG businesses looking to increase efficiency, reach their target audience effectively and drive sales in today's competitive market landscape. And now here comes the plug...Crisp makes is simple for all CPG departments to have a 'single source of truth' when it comes to retailer data, including the marketing department. I'll be posting more on this topic over the next few weeks. It's a fascinating subject and one where the industry can reduce wasted ad dollars while also dramatically improving #ROAS. I'd welcome any/all comments. #CPG #DigitalAdvertising #RetailInsights #retailanalytics

Happy National Cookie Day! 🍪 Marketers, we all have an inner cookie monster—hungry for data! But in today’s cookieless world, we need to snack smarter. 🍪📊  To celebrate #nationalcookieday with a sweet twist, we're sharing tips on leveraging consumer activations to enhance your data strategy: 🍬Sweeten the connection: Give your audience a reason to share their data by offering compelling incentives. 🍪Savor every moment: Treat every interaction as an opportunity to collect valuable first-party data.   🌀Let it flow smoothly: Just as a well-blended mix flows effortlessly, make your data collection simple and seamless —think mobile-friendly cashback forms.   🍫Add layers of flavour: Go beyond the basics! Enrich your data with insights like product reviews and consumer preferences. 🥄Stir it all together: Combine data with CDP or other internal systems to make the most out of it. 🔥Serve it hot: Don’t let your data just sit there. Activate it by creating personalised campaigns that drive immediate sales impact. At Hashting, we empower marketers to thrive in cookie-less world by providing solutions for 1st party data collection, data enrichment and data activation ensuring maximum impact from consumer activations. Contact us to learn more: connect@hashting.com  #datastrategy #digitalmarketing #directtoconsumer

At SAS, our portfolio of products includes both #Adtech and #Martech solutions. We are seeing an increased convergence of these solutions due to data deprecation and the demise of the third-party cookie. Brands in every industry are now looking to maximise their first party data and create their own media networks. A timely remainder of this, last week, JP Morgan announced a new business unit, Chase Media Solutions. "JPMorgan’s new advertising unit will help brands target specific subsets of shoppers with discounts and deals through its Chase Offers programme." (Link at the bottom) 🌟 🌟 Join SAS leaders Jonathan (Jon) Moran, head of martech solutions marketing, and Predrag Ristić, digital sales lead for the webinar below and you’ll find out: Why leveraging shared audiences within a #CDP elevates the customer experience by enhancing #personalization and #privacy. How adtech applications—including #mediamonetization, #retailmedianetworks and #adpersonalization—can be revolutionized by shared data. What brands can do right now to optimize #marketing and #advertising strategies for maximum impact and ROI. Sign up link for the webinar 👇 https://lnkd.in/ep2Zb6Zp #sas #adweek ADWEEK JPMorgan’s pivot to advertising means all companies are adtechs now (https://lnkd.in/eusqpAZS)

"The line between martech and adtech has been blurring for some time. But their convergence is now accelerating, driven by the very thing that traditionally separated them – the use of first-party data." Acxiom's VP Head of Consulting, Jess Simpson, expands upon what the crossing of martech and adtech means and how brands can take advantage of it in this blog:

In 2023, 72% of businesses reported they were preparing for this new cookie-less reality, a noticeable change from 2021 with only 56%. One way some companies are looking to fill in gaps in their data insights is to shift from third-party cookies to first-party cookies, while others are hawking the data for profit. With the heightened urgency of a cookie-less future, what impact do you think this will have on new marketing strategies? #MarketingData #InsightCookies #DigitalMarketing #MarketingStrategy

"The line between martech and adtech has been blurring for some time. But their convergence is now accelerating, driven by the very thing that traditionally separated them – the use of first-party data." Acxiom's VP Head of Consulting, Jess Simpson, expands upon what the crossing of martech and adtech means and how brands can take advantage of it in this blog: