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Alimama Tech
Alimama Tech
Jan 12, 2022 · Big Data

Marketing Mix Modeling (MMM): Background, Scenarios, Solutions, and Case Applications

Marketing Mix Modeling (MMM) is a statistical, macro‑level technique that quantifies the sales impact of diverse marketing, pricing, competitor, and economic factors, enabling brands to allocate budgets, simulate scenarios, and optimize ROI across online and offline channels, often complemented by attribution models for detailed digital insights.

Data AnalysisMMMMarketing Mix Model
0 likes · 16 min read
Marketing Mix Modeling (MMM): Background, Scenarios, Solutions, and Case Applications
Tencent Advertising Technology
Tencent Advertising Technology
May 25, 2017 · Artificial Intelligence

Conversion Tracking and Attribution in Digital Advertising

This article discusses the importance of tracking user conversions and attributing them to specific marketing efforts, including methods like API integration and code embedding, along with various attribution models and machine learning approaches for accurate prediction.

Advertising TechnologyConversion TrackingDigital Advertising
0 likes · 8 min read
Conversion Tracking and Attribution in Digital Advertising