Marketing Mix Modeling (MMM) — Mark Stouse // Proof Analytics

Mark Stouse, CEO of Proof Analytics, talks about analytics and marketing mix modeling. While popular, ‘data-driven marketing’ fails to account for a constantly changing reality. As such, campaigns based on historical and not future data, have limited success. Today, Mark discusses marketing mix modeling and marketing attribution.
About the speaker

Mark Stouse

Proof Analytics

 - Proof Analytics

Mark is the CEO of Proof Analytics

Show Notes

  • 02:34
    Defining marketing mix modeling
    Marketing mix modeling uses multivariable regression analytics to help understand what's happening with your business. ESG data is powerful data when used in a marketing mix model.
  • 04:39
    Regression analytics and marketing investments
    Regression analytics enables marketers to use data from a variety of sources to predict variables. Marketers are empowered to make better decisions for the business future growth.
  • 07:16
    How confidence and trust impact deal velocity
    Theres a strong relationship between confidence, trust and bigger and faster deals. Theres also a lot of confidence and trust data in the marketplace for anyone in the global 2000.
  • 08:44
    Influencing confidence and trust metrics
    Build campaigns and messaging around reasons to trust and have confidence in your brand. This is only possible when marketers employ marketing mix modeling.
  • 10:32
    Marketing mix modeling resources for small to mid market companies
    Companies like Proof Analytics enable small and mid sized businesses to be analytics-led. They provide these companies access to a real time analytical input.

Quotes

  • "Environmental, social, and governance (ESG) data became a hot area because investment banks started collecting this data on the global 2000 and using it to understand a business sustainability." -Mark Stouse, CEO, Proof Analytics

  • "Most data scientists would say that regression solves about 80% of the world's questions." -Mark Stouse, CEO, Proof Analytics

  • "There's a lot of confidence and trust data in the marketplace for anybody in the global 2000." -Mark Stouse, CEO, Proof Analytics

  • "If you want to succeed as a modern marketer, you need a way of calibrating, knowing, and changing pivoting in the face of whatever you need to understand." -Mark Stouse, CEO, Proof Analytics

  • "Not many mid market companies will spend two and a half, 3 million on marketing mix modeling consultancy. Theyd go to a company like Proof Analytics where we'd provide a license and get them onboarded." -Mark Stouse, CEO, Proof Analytics

  • "For way less than a couple hundred thousand dollars, you could have a turnkey operation that provides real time analytical input. Youd become analytics-led not data-driven." -Mark Stouse, CEO, Proof Analytics

About the speaker

Mark Stouse

Proof Analytics

 - Proof Analytics

Mark is the CEO of Proof Analytics

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