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We’ve all noticed that in the dynamic world of marketing data, traditional attribution models are less and less relevant. Changes in technology and legislation mean that we have to look for alternatives. Modelling of marketing data is playing an increasingly prominent role and is becoming more accessible to organisations. Marketing Mix Modelling offers you unique insights into channels that are increasingly difficult to predict in a cookieless world. Find out all about it in this webinar.

Digital marketing offers enormous opportunities in the field of data-driven working. We often fail to take advantage of these opportunities. That's means you miss out on a lot of opportunities to maximise the impact of your budget.

The 2023 summer holidays are behind us and it's time for organisations to set their budgets for 2024. And that is often a more difficult task than we would like to admit.  

The 2023 summer holidays are behind us and it's time for organisations to set their budgets for 2024. And that is often a more difficult task than we would like to admit.  

In our work with clients we see that there’s an increasing focus on effective, goal-oriented marketing communications. Data dashboards that show ‘more conversions’ and ‘more sales’ at a glance are preferred when reporting to the boardroom. But this carries a risk too. It might be a good time for brand managers to ask themselves: are the most obvious tactics also the most impactful ones?

Data has been vital for some time now in demonstrating whether a marketing and sales strategy is a hit or a miss. However, the discussion is still dominated by gut feeling when analysing why strategies fail and what needs to be radically changed. By removing emotion from the boardroom, we raise marketing and sales efficiency. In the past, marketing strategies were based on what had already happened. Today, we have a high degree of predictability. Digital marketing has never been so close to certainty.

At iO, we get to support a lot of national and international organisations in the area of digital marketing. One of the tools we use to allocate marketing budgets as efficiently as possible is Marketing Mix Modelling (MMM). While this may sound new and unfamiliar to the ears, it's a technique that has been used as early as the 1980s and 1990s to clarify the impact of marketing spending on sales. But what exactly does MMM entail and why is it so essential when planning marketing budgets for 2024?

In the ever-changing world of marketing, it can be challenging for CMOs to determine the correct marketing budget. The economic landscape and technological advances in the marketing industry calls for a new approach to budgeting.