marketing measurment tools
Here are three tools you can use to get closer to proving marketing impact
MARKETING MIX MODELING (MMM) - This is a well understood and powerful tool if you have time to wait for answers. Generally, this process uses Econometric principals and linear regression models to isolate and analyze each marketing tactic individually against some other variable.
ATTRIBUTION - Although last-touch attribution does not take into account the full consumer journey it can give very precise data on how effective your conversion spend is performing. Even Multi-Touch does not take into account all steps consumers take prior to conversion.
EXPERIMENTATION - If you have the budget and time (usually a F2P game that relies heavily on live ops) then running experiments can be a great way to answer questions stemming from MMM or direct attribution data.
Use MMM for long term analysis, Attribution for day to day insights and Experiments to answer questions that arise from the prior two.
In the end we cannot let outside forces drive us to a single metric justifying marketing effectiveness. It is best to take a blended approach to measurement and educate outside teams on how to evaluate marketing spends.
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