Articles & posts.
twenty10 on market mix modelling, marketing effectiveness, and building decision-grade measurement practices.
Measurement & Market Mix Modelling
Demystifying Market Mix Modelling
A plain-English guide to how modern Market Mix Modelling actually works - and what separates a useful MMM from an expensive distraction.
12 Sept 2024 · 7 min read
Optimise Your Marketing Budget with Modern MMM
Why budget optimisation built on modern MMM consistently finds 10–20% more value in the same spend - and what to ask of your team before you trust the numbers.
22 Jul 2024 · 6 min read
Sourcing Data Scientists and Market Mix Modellers
Hiring for measurement is harder than hiring for almost any other analytics discipline. Here is what actually works.
8 May 2024 · 5 min read
The Impact of Third-Party Cookie Deprecation on Measurement
Even with Google's reversal, the cookie is finished as a measurement primitive. Here is what to plan for instead.
30 Aug 2024 · 6 min read
Establishing a Good Marketing Effectiveness Practice
Most effectiveness functions stall because they are set up to produce reports, not decisions. Here is a structure that does not.
18 Apr 2024 · 7 min read
Consider AI Carefully in Market Mix Modelling
AI is being bolted onto MMM faster than the industry can think it through. Here is what is genuinely useful and what is marketing.
4 Oct 2024 · 6 min read
Media Planning
Optimising Global Media Budgets
How to allocate marketing spend across markets when each one has different maturity, different competition, and different data quality.
15 Nov 2023 · 6 min read
Marketing Measurement: Predictions for the Year Ahead
Five trends shaping measurement and effectiveness practice - and what each one means for advertisers.
10 Jan 2023 · 5 min read