A marketer wants to analyze the return on investment (ROI) for media. Besides attribution, what method should they use?

1. They should use conversion lift.
2. They should use Smart Bidding.
3. They should use a marketing mix model.
4. They should use viewable CPM.

Correct Answer:

• They should use a marketing mix model.

Marketing Mix Models (MMMs) serve as a robust approach to analyze the impact of various marketing efforts on a brand’s sales, making it an ideal method for assessing return on investment (ROI). MMMs are comprehensive, considering factors beyond just media and marketing, like competitor actions, economic conditions, and even the weather. Though requiring diligent collection of historical data, they are invaluable in strategic planning, revealing the ROI of different media channels. However, limitations exist in terms of the number of marketing tactics that can be analyzed simultaneously.