Agenda at a Glance

We are still seeing many brands who aren't recognizing the detrimental impact of only using Multi-Touch Attribution to measure their campaign results. Not only is this data incomplete, but optimizing off of only this data can lead a campaign down a winding path to poorer and poorer performance.

During this workshop, we will: 

• Educate brands on why a combination of Multi-Touch Attribution (MTA) and Marketing Mix Modelling (MMM) is a crucial blend that every business needs to master before 2024 - particularly as Google deprecates cookies
• Demonstrate how to conduct Marketing Mix Modelling, including factors to include in the model, frequency of running, software, and the technology to help
• Instruct on how to perform subsequent experimentation, which takes Marketing Mix models from showing mere correlation to causation - producing statistically valid learnings that teams can feel confident using in their optimizations
• Prove out the above with a handful of case studies - including improving revenue by 24% for one of tech clients, and how we saved our home speaker client from missing out on 33% of their revenue by implementing MMM 

Agenda and Activities

• Marketing Mix Modeling (55 minutes)
  • Intro (what is it, how does it differ from MTA, why is a unified approach best, and more)
  • Realtime Case Studies (proving out the importance of MMM inclusion)
  • How to Build a Marketing Mix Model Using Robyn | Demo (Review of needed data, Robyn demo, instruction on how to read outputs)

15-minute Break

• Exercise 1 (60 minutes) 
  • Attendees break away to build out model
  • Exercise 1 Review (We review and check everyone's outputs, discuss what this could mean for optimization)
  • Correlation vs Causation (importance of experimentation after MMM, how to build experiment)

15-minute Break

• Exercise 2 (25 minutes) 
  • Attendees break away to build out experiment
  • Exercise 2 Review (We ensure the above plans look good to return statistically valid results)

Followed by Q & A

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During this session, we will explore the importance of ethical practices in social media marketing, with a focus on promoting transparency and authenticity in your online presence. With the rise of social media's influence on businesses and consumers, maintaining an ethical approach is crucial for building trust and credibility. We will delve into best practices for handling negative feedback and online backlash, turning challenges into opportunities for growth and improved customer relationships.

Key Takeaways:

• Understanding the significance of ethical practices in social media marketing to enhance brand reputation and customer loyalty.
• Exploring strategies to promote transparency and authenticity in content creation and engagement with your audience.
• Learning how to effectively handle negative feedback and online backlash with empathy and professionalism.
• Leveraging ethical social media practices to foster meaningful connections and long-lasting relationships with your customers.
• Gaining insights on aligning your brand values with social media strategies to create a positive impact on your audience and the community.

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