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- MMM
Thoroughly enjoyed the MeasureCamp New York the weekend before last, shared more on my experience here. It turns out a few people I knew were going, which was a nice surprise.
A topic du jour has been MMM’s, and getting the right data into them. What format, how much recency, and is your data in the MMM?
I kind of think there is going to be a solid role for synthetic data in MMM’s, I do want to dig into it deeper. But I can see, that some medias reporting could be enhanced with ML created data (i.e. outdoor). And is probably going to be the norm at some point.
And finally, I think Google Tag Manager deserves a shout as the under appreciated work horse in analytics. Many use it, and if you want to go deep/custom it opens up so many possibilities.
Notable stories this week
Varun shared his takeaways from Google Cloud Next.
Why most marketers today are ‘data janitors’.
AI has a measurement problem.
How the eclipse impacted internet traffic.
Apple’s MM1: What you need to know. Yay can read the full paper here.
Deals/M&A
BNY Mellon & Accenture team up to boost data & analytics services.
Data visualization of the week
Plays required to earn $1.
Smartest commentary
“The data tech stack in many organizations is more like the streets of Tokyo than the streets of Salt Lake City: organically chaotic, but it gets the job done.” -David McBride.
Datapoints of note
41% of marketers spend at least half of their time preparing data for use in campaigns and analysis. And more than a third say they spend 25% to 50% of their time on the task.
95% of the world’s data is in Enterprises, not on the internet.
Vermont, Arkansas, Indiana, Maine, New Hampshire, and Ohio experienced traffic drops of 40% or more around the time of the eclipse.
That’s it,
-Ben
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See our most recent on getting to page quality using attention metrics.
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