Ep 11: Meta’s push for MMM with data API

In this episode of Measurement Talks, we dive into the topic of Meta's Force for MMM data. They discuss how Meta is aiming to make their data more accessible to agencies, platforms, and brands for marketing mix modeling (MMM). They highlight a recent update from Igor Skokan, the marketing science director at Meta, who announced that Meta has started rolling out their marketing mix modeling data. This allows all business manager accounts to access simple exports from the reporting tab, providing pre-configured fields for ad hoc reports that can be used in MMM models. Tune in to learn more about this exciting development in MMM data accessibility.

TIMESTAMPS

[00:02:08] Accessibility of MMM data.

[00:04:32] Automated holdouts for incrementality.

[00:08:44] Marketing tools and pricing.

[00:11:11] Klaviyo as a customer data platform.

[00:15:10] Decrease in costs using Klaviyo.

[00:19:29] Privacy-focused tech stack.

[00:22:17] New vendors filling data gaps.

[00:24:28] Precedents in data privacy.

[00:28:07] Privacy and accountability in advertising.

[00:30:43] Wild West of company precedents.

Our promise to you: Every episode will have actions you take back to your business.

Bryan was the Director of Efficacy at Kargo and directly helped answer this question for many brands through his work there. Now, he leads marketing for one of the fastest-growing, profitable DTC companies, Nood.

Rishabh led new business at LiveRamp, the largest provider of online digital identity, and directly helped scale many measurement and attribution programs for the adtech ecosystem. He is now the CEO of Fermat Commerce, a commerce platform that enables content-native shopping that has no attribution loss.