Lab Overview
What is Adobe Mix Modeler
It can be challenging to measure the true impact of marketing efforts. Many organizations rely on stopgap or legacy measurement approaches, using audience reach/impressions or click-throughs to measure success when it does not reflect business impact. Others rely on last-touch attribution, a methodology that captures only a subset of channels and does not reflect the true incremental performance of marketing.
In addition to the limitations of legacy measurement approaches, tightening marketing budgets and the perception of marketing as a cost center rather than a profit center make it even more challenging to prove out marketing’s true business impact.
Key Measurement Challenges Affecting Marketers
- Signal loss across channels: Limited tracking enforced by walled gardens like Facebook, Google, etc. only provide access to aggregate-level data, limited cross-device and cross-site tracking; Apple requiring user consent to track and target users by IDFA; and the future of Google Chrome 3rd party cookie deprecation, constraining the effectiveness of methods like last-touch attribution.
- Disjointed view of marketing performance: Measurement is fragmented across channels and methodologies like Media Mix Modeling (MMM) and Multi-Touch Attribution (MTA), providing inconsistent insights that creates a disjointed view of marketing performance. This often results in operational inefficiencies for marketing organizations.
- Slow turnaround times for results: Long turnaround times to refresh models and get new results impact the time to value and causes missed ROI opportunities. Marketers struggle to get updated measurement results in time for upfront planning and inflight optimizations.
Adobe Mix Modeler (“Mix Modeler”) unifies measurement and planning in a single user interface, seamlessly integrating bottoms-up (MTA) and tops-down (MMM) methodologies on a common AI-as-a-Service framework. This unique approach delivers faster, consistent, and actionable insights at the strategic and tactical level, empowering marketing teams to be agile in driving business growth.
With Mix Modeler You Can
- Understand incremental impact across all paid, earned, and owned channels: Allows marketers to understand the incremental impact of all their activities to make data-driven decisions.
- Delivers a true unified measurement approach: Mix Modeler’s patent-pending, bi-directional transfer learning technology unifies MMM and MTA-informed results, ensuring consistency in omni-channel insights that inform more confident strategic planning and technical optimizations.
- Forecast & optimize to maximize ROI: Actionable measurement insights support seamless decision-making by generating plans and enabling users to scenario plan.
- Faster, more accessible2 measurement through AI-as-a-Service: Unlike legacy solutions that require ongoing managed service ownership or engineering-driven tools that demand extensive data science expertise, Mix Modeler delivers an accessible, productized AI-powered solution that provides faster time to value and empowers marketing teams to be more agile by democratizing access to measurement.
Key Takeaways
In today’s lab, we will walk through the basics of setting up a model within Adobe Mix Modeler from data ingestion through to actionable insights. The lab will work through the three stages of Adobe Mix Modeler:
After This Lab
- You’ll have the foundational skills to understand how to utilize Mix Modeler to confidently answer the question of how marketing investments are impacting business outcomes.
Prerequisites For This Lab
- General familiarity with common marketing measurement concepts
- Willingness to have fun with data!
- Google Chrome or Microsoft Edge