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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...
This article will emphasize the significance of negative keywords in PMax. Aside from that, this article will also guide you on how to add them to your Performance Max Campaigns (PMax). Negative keywords are essential for excluding irrelevant terms and phrases from...
Excess Share of Voice ( ESOV ) is a planning framework in marketing that determines the right amount of marketing spend that is linked to the overall business growth objective. John Philip Jones developed it in the 1990s. Share of Voice (SOV) is a metric that...
Introduction to MMM and Bayesian Statistics Bayesian statistics offers a powerful alternative approach to modeling that can help overcome some of the limitations of frequentist methods and provide richer and more nuanced insights into the data. Marketing Mix Models...
What is adstock in marketing mix modeling? Adstock is a concept that is commonly used in marketing mix modeling (MMM) to account for the carryover effects of advertising Adstock refers to the amount of residual impact that an advertisement has on consumer behavior...
Customer segmentation is a crucial aspect of marketing. It allows businesses to tailor their strategies to meet the needs and preferences of different customer groups. One popular segmentation technique is RFM, which stands for Recency, Frequency, and Monetary Value....
What is a dashboarding tool or dashboard solution? A dashboard is a visual display of key performance indicators (KPIs) and metrics that allows users to quickly and easily monitor and analyze the performance of their business,...
What is First-Party Data First-party data refers to the information that a company collects directly from its own customers or website visitors. This can include data such as names, email addresses, phone numbers, purchase history, website behavior and other...