The Unwanted Child: Marketing Campaign Evaluation (Podcast)

Did the last campaign work? Isn't that why we do Marketing Mix Modeling (MMM)? Yes and no. MMM does not measure at which touchpoints a channel's spend actually hits eyeballs. Worse, it focuses on short-term impact and misses the biggest contribution of advertising, which is brand. Brand trackers (if you have one), on the other hand, are not designed to evaluate campaigns. Why has no one solved this puzzle? Some say it is an "unwanted child" .... I love to share a story where I not only learned why, but was able to develop a solution that works amazingly well.