Getting the most bang for your buck - an example of next-level Media Mix Model


Dienstag, 17. November 2020




What is best for your revenue – brand or performance marketing? Often the reflex automatically swings towards the lower funnel for the simple reason that the impact of brand campaigns is hard to measure. And you wouldn’t seriously listen to a brand marketer telling you stories about long-term affinity in an age when brand loyalty is practically gone, would you? Well, it’s not that simple.

This is why at eBay Kleinanzeigen we set out to measure the effects from all marketing funnel stages on our business KPIs – from acquisition to remarketing – in one media mix model that would allow us forecasting and optimizing up to the channel level. To make things more complicated we split our diverse business into categories – after all fashion is different from real estate. And to make things even more complicated we incorporated six geographies.
When is it good to have an attribution model like this? What do you need to factor in? What are the limitations? And what do you get out of it? This is what we intend to show you in this presentation.

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