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Marketing Measurement Reimagined: How AI, Mixed-Media Modeling, and Causal Analytics Are Replacing the Metrics That Were Lying to You - Couverture souple
Livre 19 sur 22: Marketing in the Age of AI
Synopsis
The dashboard felt good. It was lying.
The metrics that populate most marketing dashboards were not chosen because they accurately represent marketing's commercial contribution. They were chosen because they are available, legible, and satisfying to optimize. The attribution model assigns credit by proximity to conversion, not by causal contribution. The performance metrics improve when you serve high-probability converters rather than building genuine demand. The vanity metrics move when the marketing looks active, not when it is working.
Marketing Measurement Reimagined diagnoses the measurement crisis, prescribes the remedy, and builds the measurement portfolio that most marketing organizations have been avoiding because it would require confronting what the convenient metrics have been hiding. Robert F. Geissler develops the full measurement arsenal — media mix modeling, incrementality testing, causal analytics, brand measurement, predictive CLV — and builds the organizational case for using measurement truth rather than measurement comfort to direct the investment decisions that the marketing budget represents.
Measure what matters. Decide what it means.
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Marketing Measurement Reimagined: How AI, Mixed-Media Modeling, and Causal Analytics Are Replacing the Metrics That Were Lying to You (Marketing in the Age of AI)
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Marketing Measurement Reimagined
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Marketing Measurement Reimagined
Vendeur : PBShop.store UK, Fairford, GLOS, Royaume-Uni
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PAP. Etat : New. New Book. Shipped from UK. Established seller since 2000. N° de réf. du vendeur L2-9798186932086
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Marketing Measurement Reimagined : How AI, Mixed-Media Modeling, and Causal Analytics Are Replacing the Metrics That Were Lying to You
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Marketing Measurement Reimagined (Paperback)
impression à la demandeVendeur : CitiRetail, Stevenage, Royaume-Uni
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Paperback. Etat : new. Paperback. The dashboard felt good. It was lying.The metrics that populate most marketing dashboards were not chosen because they accurately represent marketing's commercial contribution. They were chosen because they are available, legible, and satisfying to optimize. The attribution model assigns credit by proximity to conversion, not by causal contribution. The performance metrics improve when you serve high-probability converters rather than building genuine demand. The vanity metrics move when the marketing looks active, not when it is working.Marketing Measurement Reimagined diagnoses the measurement crisis, prescribes the remedy, and builds the measurement portfolio that most marketing organizations have been avoiding because it would require confronting what the convenient metrics have been hiding. Robert F. Geissler develops the full measurement arsenal - media mix modeling, incrementality testing, causal analytics, brand measurement, predictive CLV - and builds the organizational case for using measurement truth rather than measurement comfort to direct the investment decisions that the marketing budget represents.Measure what matters. Decide what it means. This item is printed on demand. Shipping may be from our UK warehouse or from our Australian or US warehouses, depending on stock availability. N° de réf. du vendeur 9798186932086
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