Digital attribution and the death of rules-based models
Google has announced the demise of their old rules-based attribution, which has some agencies and clients up in arms. Is this really a bad thing, and hasn’t attribution already been superseded by modern MMM?
When a recession hits, should you cut your performance budget?
Mi3Australia has written a relevant piece reminding us that we should really avoid cutting brand investment during a recession, and the performance marketing budget should be cut instead. This is definitely counter-intuitive for many businesses, especially those in the business who hold the keys to the marketing budgets. This is also a very good time to make […]
Smarter marketing budget planning
For Australian marketers buried in planning budgets for the new financial year, Blackwood Seven offers the ability to do bottom-up or zero-based budgets, accounting for all the external factors, to drive highly accurate outcomes. This ability to turn the historical insights from MMM into tangible, prescriptive analytics one of the key USPs for the platform. […]
