- Conversion lift
- Smart Bidding
- Viewable CPM
- Marketing mix model
The Correct Answer is: Marketing mix model
To analyze the return on investment (ROI) for media apart from using attribution, marketers often utilize a Marketing Mix Model (MMM). MMM provides a detailed analysis, showcasing the impact of various marketing strategies on a brand’s sales. It’s beneficial particularly for businesses investing heavily in offline media or those largely operating through physical outlets. MMM accounts for all potential sales drivers, encompassing media, marketing, brand consideration, the economy, competitor actions, and more. Although it requires the diligent collection of two to three years’ worth of weekly data for each sales driver and has some limitations, MMM remains a valuable method to determine the sales driven by each media channel, thereby aiding strategic planning, budgeting, and investment decisions.