Hey! In this edition of the Data & Marketing Science newsletter, you’ll find a explanation about Marketing Mix Modeling (MMM) in the Data Spotlight, a case that has received international attention about the power of perspective in the Data Deepdive, and an article about the implementation of the LinkedIn Conversion API in Market Trends.
Data Spotlight
Marketing Mix Modeling (MMM)
Is your client aiming to understand the impact of their marketing campaigns on KPIs like sales or brand awareness? Marketing Mix Modeling (MMM) can provide actionable insights to optimize media planning and improve marketing effectiveness.
MMM is a statistical approach that evaluates how various marketing efforts and channels contribute to business outcomes. Unlike other measurement tools, MMM is unaffected by privacy regulations or tracking restrictions, enabling a clear analysis of both online and offline media. This method considers both internal and external factors, offering a comprehensive view of how your client’s marketing activities drive results across KPIs such as sales, revenue, and brand awareness.
MMM models can help answer critical questions, such as:
- What’s the ROI of each marketing channel?
- How should advertising budget be allocated among different channels for maximum efficiency?
- What effect do external factors, like seasonality, price index or competitors have on revenue?
- How do online and offline media efforts interact to influence overall brand awareness and sales?
- What is the long-term impact of brand-building activities on the sales baseline?
Interested in setting up MMM for strategic budget planning and insights? Our data scientists can help. Already have MMM models but need guidance on interpretation? Our Marketing Analysts are here to support you in unlocking their full potential.
Data Deepdive
The power of perspective
Reading direction, timelines, graphs, and progress bars – what do these things have in common? They all move from left to right. But how much does that really influence the way we experience the world around us? We wanted to put this to the test for Volkswagen.
And what did we find? Repeated testing shows that a car facing right leads to better performance.
This case didn’t go unnoticed at the international Best in Test awards and received an honorable mention. Read more about the background and results of this case in the link above.
Market Trends
Unlocking LinkedIn Insights with CAPI
Want to make your LinkedIn ads more effective and better measure the leads and customers they generate? Then read the latest article about implementing the LinkedIn Conversion API (CAPI). This technique sends conversion data, such as purchases, directly from your server to LinkedIn. So it works differently than the standard method, which relies on the visitor’s browser. The big advantage? More reliable data, less impact from ad blockers, and improved privacy. This gives you a more accurate picture of your campaign performance and allows you to use your advertising budget more efficiently.
Agenda
| Internal training & events Analytics-training GA4 – 19 November GroupM Xmas Celebration – 18 December Fourmidable 2025 #VRIJMIBO: Drinks on the 4th floor in Eindhoven – 3 January CXO Introduction – 13 January | External events Conversion Hotel – 22-24 November DDMA Digital Analytics Meetup – 26 November DDMA Customer Data Awards – 28 November |
