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: Merging Content with New Tech in a Fragmented World

Americans look at their cell phones 8 billion times a day, says Deloitte & Touche’s Craig Wigginton, who moderated a panel on “Merging Content With New Technologies.” Wigginton recited a flurry of statistics that underline today’s extreme fragmentation, a reality that challenges all content companies: Millennials check their smartphones 74 times a day, and 87 percent of them use it while watching TV. Meanwhile, 42 percent of Americans now use streaming services and over 50 percent of millennials watch on a small screen. Continue reading CES: Merging Content with New Tech in a Fragmented World