Google Introduces Open-Source Marketing Measurement Tool

Google has rolled out an open-source marketing mix model (MMM) called Meridian that aims to help in formulating cross-channel media strategies in the current environment of fragmented media consumption and privacy changes. As marketers contend with Google’s plan to sunset the use of third-party cookies by the end of this year, MMMs — classic tools of yesteryear — “are experiencing a renaissance,” says the search giant. MMMs are statistical analyses companies use to help measure the impact of cross-channel marketing sales. Google says it has “observed more customers turning to MMMs, especially performance and full-funnel marketers.” Continue reading Google Introduces Open-Source Marketing Measurement Tool

CES: Crafting Effective Brand Stories in Today’s Marketplace

Lindsey Slaby of brand strategy consultancy Sunday Dinner opened a CES panel discussion on storytelling by noting Google’s phase-out of third-party cookies in 2024. Sophie Bambuck, CMO of outdoor performance clothing and gear company The North Face, admitted that she’s “a little scared.” “But it’s getting me excited about what this means for creative work,” she added. “What this most likely means is that we’re going to have to go back to basics to find ways of engaging so people will want to connect to your brand.” Panelists told tales of innovative ways they related organic stories to connect with customers. Continue reading CES: Crafting Effective Brand Stories in Today’s Marketplace

CES: Marketers Shift Tactics in Streaming, Post-Cookie World

Audiences are migrating from broadcasting to streaming, and Google just announced its decision to phase out third-party cookies. What’s a marketer to do? At CES, Disney, Pfizer and GroupM marketers discussed how they plan to evolve in a changing landscape. The Walt Disney Company’s Lisa Valentino emphasized the need for interoperability of data across platforms, with the consumer at the center. GroupM debuted its Ad Innovation Accelerator to “strategize and create scalable ad formats that are designed to be ubiquitous across ad-supported streaming environments.” Partners include BrightLine, Disney, KERV, NBCUniversal, Roku, Telly and YouTube. Continue reading CES: Marketers Shift Tactics in Streaming, Post-Cookie World