Request for Comment on Mixed Media Modeling and How Did You Hear About Us by Austin Hay
RFC: MMM & HDYHAU at Financial Automation Platform
Our goal with this document is to summarize two key projects for measuring Growth efforts at the company. Both methodologies allow for a holistic view of our marketing efforts by being able to account for Online and Offline measurement (something lacking in MTA). With this being said, both projects have various requirements in terms of effort and output. We hope to align on the following:
- Determine as a group which project we should prioritize first
- Write down the outcomes the Growth team is trying to achieve with both of these projects
- Based on our objectives laid out in step 2, align across our teams (Data, Martech, and Growth) on how we will want to digest the outputs of these projects
Why are we talking about MMM? This is a great question that we should all ask ourselves. MMM, like Incrementality, is a tool for our holy alliance ( Growth, Data and Martech ) to make decisions about (1) how we make investment choices, and (2) the mix of those investments choices in marketing activities.
Before we talk about MMM further, lets rewind how we got here - and how most companies get here.