MDM Podcast Episode 36 - A practical approach to probabilistic marketing measurement (with Shamanth Rao)
May 11, 2023•48 min
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Episode description
In this episode of the Mobile Dev Memo podcast, I speak with Shamanth Rao, the CEO of Rocketship HQ, a mobile performance marketing agency. We discuss Shamanth's practical approach to integrating probabilistic marketing measurement, and especially media mix modeling, into his clients' reporting workflows:
- How to sell probabilistic measurement to key stakeholders;
- How to use probabilistic measurement to guide marketing investment decisions;
- How to adapt the media buying approach to be best captured with probabilistic measurement methods.
Our discussion touches on many of the topics I have covered recently in essays like The Emerging Marketing Economist and Reprogramming the Broken Marketing Brain.
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