Every marketing team wants attribution. But weirdly, it's often not that satisfying when they actually get it.

I led many multi-touch attribution projects as a consultant, and we got really good at implementing tools, creating taxonomies, and making sure that data was clean.

But I found that when you actually showed these reports to a C-level executive, it was usually kind of underwhelming. The data didn't always pass the common sense test.

Today's guest thinks there's a better way — Marketing Mix Modelling. It's basically the application of mathematical techniques to model relationships between different variables.

However, technology now enables it to happen faster and more cost-effectively than ever before.

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About Today's Guest

Mark Stouse is CEO of ProofAnalytics.AI. With over 26 years of experience in marketing communications and strategy, he has a passion for transforming GTM performance with data-driven insights and agile decision making. Prior to founding Proof, Mark was CMO at Honeywell Aerospace, CCO at BMC Software, and a marketing leader at Hewlett Packard Enterprise.

https://www.linkedin.com/in/markstouse/

Key Topics

[00:00] - Introduction
[01:15] - Clarifying the acronym “MMM”
[02:39] - Mark’s background and how he founded Proof Analytics
[07:57] - Limitations of multi-touch attribution (“MTA”)
[14:16] - How MMM avoids the shortcomings of MTA
[16:42] - The Fischer Price definition of MMM
[19:56] - Demand vs. brand investments and their impact
[24:09] - A/B vs. multivariate regression
[25:21] - MMM is aggregate modelling, no reliance on PII
[27:12] - Simple explanation of multi-variate regression
[30:29] - Incorporating third-party data sources
[31:48] - Historical ROI vs. forecasted ROI
[32:52] - Is MMM just for enterprise?
[34:51] - Marketing as a non-linear multiplier
[38:02] - Getting started with MMM
[41:18] - Updating models to include new data sources
[42:07] - Competition in the marketing analytics space
[44:41] - B2C marketing is more advanced in usage of multi-variate regression

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Is Marketing Mix Modelling the future of B2B analytics? - Mark Stouse

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Is Marketing Mix Modelling the future of B2B analytics? - Mark Stouse