Marketer’s Guide to Measurement

Introduction: Economic Value, Incrementality and Returns Marketers, agencies and analytics companies dedicate significant effort to understanding and maximizing returns from marketing investments. All approaches to evaluating impact of marketing share a similar structure whether based on Marketing Mix Modeling (MMM), Multi-Touch Attribution (MTA), Experiments or other approaches: (Outcome from Marketing × Economic Value of Outcome) ÷ Investment Figure 1. Marketing ...