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TikTok ROI and incremental sales driven for FMCG/CPG and Retail brands in Central Europe. Economiser-based case study TikTok ROI and effectiveness in our Economiser / MMM benchmark database As [...]

How to shift response curve? Factors impacting shape and scale of response curve: abstract Moving on the response curve vs changing the response curve How to set up optimal media – mix? That’s [...]

Myślenie długookresowe w marketingu: Jak budować długookresową sprzedaż marki mediami? Wstęp Dobre planowanie mediów i tworzenie skutecznych strategii marketingowych nigdy nie było łatwe. [...]

Don’t get the wrong impression! Assessing the best input variable to reflect Meta in MMM: Abstract Background Meta campaigns have multiple buying options. This affects the cost of media, campaign [...]

Improving efficiency in Marketing Mix Models: Abstract The article describes three topics connected with Facebook advertising and the measurement of its efficiency in Marketing Mix Models (MMM). [...]

How is Facebook measurement different when modeled over a shorter time period than over a longer period in MMM: Abstract In the rapidly changing ecosystem of digital touchpoints, it’s of utmost [...]

Which Facebook splits should be used in MMM: Abstract For social media planners, Facebook offers a multitude of buying options, each influencing Facebook’s auction system, campaigns’ delivery and [...]