Search a title or topic

Over 20 million podcasts, powered by 

Player FM logo
Artwork

Content provided by Brett Curry. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Brett Curry or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
Player FM - Podcast App
Go offline with the Player FM app!

Attribution is Broken: Understanding MTAs, MMMs, and Incrementality

47:31
 
Share
 

Manage episode 481404352 series 2452172
Content provided by Brett Curry. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Brett Curry or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.

In this insightful episode of the E-commerce Evolution Podcast, host Brett Curry sits down with Tom Leonard (https://www.linkedin.com/in/thomasbleonard), a fractional marketing leader who specializes in operationalizing Media Mix Modeling and incrementality testing. They dive deep into the often confusing world of marketing measurement. Tom and Brett will debunk myths about attribution and we reveal what truly drives customer acquisition.

For ecommerce brands struggling to understand where their marketing dollars are actually working, this conversation offers practical insights on how to move beyond misleading platform metrics.

Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

Chapters:

(00:00) Introducing Tom & Marketing Measurement

(06:30) Understanding Multi-Touch Attribution (MTA)

(12:22) The Case for Incrementality Testing

(22:20) Exploring Media Mix Modeling (MMM)

(27:30) Navigating Budget Cuts and Marketing Spend

(32:17) Understanding Incrementality Vs. Attribution

(35:45) The Importance of Cost Per Incremental

(40:16) How to Get Started with MMM

(44:09) Final Thoughts

Connect With Brett:


Relevant Links:


__

Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, Trevor Crump, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Bryan Porter and more

  continue reading

311 episodes

Artwork
iconShare
 
Manage episode 481404352 series 2452172
Content provided by Brett Curry. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Brett Curry or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.

In this insightful episode of the E-commerce Evolution Podcast, host Brett Curry sits down with Tom Leonard (https://www.linkedin.com/in/thomasbleonard), a fractional marketing leader who specializes in operationalizing Media Mix Modeling and incrementality testing. They dive deep into the often confusing world of marketing measurement. Tom and Brett will debunk myths about attribution and we reveal what truly drives customer acquisition.

For ecommerce brands struggling to understand where their marketing dollars are actually working, this conversation offers practical insights on how to move beyond misleading platform metrics.

Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

Chapters:

(00:00) Introducing Tom & Marketing Measurement

(06:30) Understanding Multi-Touch Attribution (MTA)

(12:22) The Case for Incrementality Testing

(22:20) Exploring Media Mix Modeling (MMM)

(27:30) Navigating Budget Cuts and Marketing Spend

(32:17) Understanding Incrementality Vs. Attribution

(35:45) The Importance of Cost Per Incremental

(40:16) How to Get Started with MMM

(44:09) Final Thoughts

Connect With Brett:


Relevant Links:


__

Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, Trevor Crump, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Bryan Porter and more

  continue reading

311 episodes

All episodes

×
 
Loading …

Welcome to Player FM!

Player FM is scanning the web for high-quality podcasts for you to enjoy right now. It's the best podcast app and works on Android, iPhone, and the web. Signup to sync subscriptions across devices.

 

Listen to this show while you explore
Play