TV attribution based on online activity data

TV attribution based on online activity data

Attribution modeling is used by advertisers to determine the value of different channels on their marketing, which helps them understand which channels provide the most benefit to their marketing campaign, and thus make better decisions about using them in the future. In the case of online advertising, the task is fairly simple. When it comes to offline advertising, such as TV, the task is much more complicated. Getting actionable metrics and insights is a challenge, due to the media break between TV and the web. In this article, an approach is presented that enables TV modeling to effectively allocate investments [...]

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Women in Tech at MMT

Women in Tech at MMT

Despite decades of progress towards workplace equality, just 17% of the people working as ICT (Information and Communications Technologies) specialists across Europe in 2018 are female and only 5% of leadership positions in the technology industry are held by women . Why do women remain underrepresented in the technology workforce although the need for skilled employees is more obvious than ever? About that question, our Head of Marketing Vivian Reifschneider will talk about it with our employees Kavya Bharathappa , Nadinda Rachmat , and Daphne Clyne , all part of the software engineering team of MMT. We would like to [...]

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TV attribution based on online activity data

TV attribution based on online activity data

Attribution modeling is used by advertisers to determine the value of different channels on their marketing, which helps them understand which channels provide the most benefit to their marketing campaign, and thus make better decisions about using them in the future. In the case of online advertising, the task is fairly simple. When it comes to offline advertising, such as TV, the task is much more complicated. Getting actionable metrics and insights is a challenge, due to the media break between TV and the web. In this article, an approach is presented that enables TV modeling to effectively allocate investments [...]

Women in Tech at MMT

Women in Tech at MMT

Despite decades of progress towards workplace equality, just 17% of the people working as ICT (Information and Communications Technologies) specialists across Europe in 2018 are female and only 5% of leadership positions in the technology industry are held by women . Why do women remain underrepresented in the technology workforce although the need for skilled employees is more obvious than ever? About that question, our Head of Marketing Vivian Reifschneider will talk about it with our employees Kavya Bharathappa , Nadinda Rachmat , and Daphne Clyne , all part of the software engineering team of MMT. We would like to [...]

How to manage your data for advertising?

How to manage your data for advertising?

Data is often compared to gold or oil but is arguably way similar to water on our planet. In that, it's abundant but almost never the way you would want it to be. It's usually very salty or murky, oftentimes highly polluted, and all in all not ready for consumption. In that sense, the ownership of data in itself doesn't necessarily hold any value. To extract true value from data a whole lot of processing is required. This is especially true for marketing where data sources are plentiful and atomistic. "To enable data-driven decision-making, i.e. to extract actionable insights from [...]

Part 2: Advertising beyond walled gardens - OOH with Adsquare

Part 2: Advertising beyond walled gardens - OOH with Adsquare

For the second post in our series we are exploring how advertisers can diversify their media buying outside of walled gardens. Today, we will look at Out of Home solutions in partnership with Adsquare. Thanks, Christoph Herwig , VP Global Marketing at Adsquare, for helping us understand what’s behind the data-driven Out of Home (OOH) transformation. Lauriane Tiard-Caillaud from MMT in interview with Christoph Herwig from Adsquare: Thank you Christoph for sharing your insights on OOH with us and our readers, and for talking to me today about how brands can be present in a variety of other media [...]

How to really transition to data-driven decision-making?

How to really transition to data-driven decision-making?

We have developed a guide for you to facilitate the planning of this high-potential transformation for your business. It addresses the most pressing questions that managers will have to cover to set out on this exciting journey: What are data-driven solutions? Why invest in data-driven solutions? When to invest in data-driven solutions? How to invest in data-driven solutions? Which steps are needed to get started with the transition? How to estimate the costs? What are data-driven solutions? Technical solutions which enable the handling and leveraging of data, aiming to improve business outcomes through transparency, cost-saving, and internal efficiency. Datasets could [...]

Part 1: Advertising beyond walled gardens - programmatic advertising with The Trade Desk

Part 1: Advertising beyond walled gardens - programmatic advertising with The Trade Desk

In our guest interview with Monika Kusch, we talk about how programmatic advertising can lead to more flexibility, transparency and objectivity in media buying. This interview was translated from German. You can find the interview in the original language here . In our new blog series, "Guide to advertising beyond walled gardens," we explore how advertisers who wish to scale their business can diversify their media buying outside of walled gardens. Through regular interviews with our partners, we'd like to introduce you to advertising opportunities outside of GAFAs. In our kick-off article , you'll learn what walled gardens are, what [...]

Women in Data Science at MMT

Women in Data Science at MMT

At MMT we choose to challenge the number of women in data science who make only 22% according to BCG . We have a great diverse team with highly talented people and inspiring women who want to share their stories to encourage more female students to work in the field of data science. Profiles Name: Olga Nalivaiko Job Title: Project Manager BI Education: Master´s degree in Management Age: 40 Family: 2 Kids Years of Experience: 10 Name: Dr. Sarah-Magdalena Leschke Job Title: Data Analyst Education: Doctor of Economic and Social Sciences (Dr. rer. pol.) Age: 36 Years [...]

Data infrastructure for advertising - where to start?

Data infrastructure for advertising - where to start?

Transitioning to data-driven marketing, which has become a must-do for business performance in the last 5 years, is not uniquely a mindset to adopt. Using efficient data for decision making is not about building data-heavy graphs in business presentations to help you determine your next business steps. You need an infrastructure setup to collect those data sets but also to compile and often visualize the data in dashboards so that you can leverage it. You need to be able to obtain, organize and read the relevant data so that you can make smarter business decisions. Manual preparation of reports and [...]

Why scaling beyond walled gardens?

Why scaling beyond walled gardens?

Walled gardens offer an amazing platform to get brand presence quickly to the market, targeting core audiences for what seems a fraction of the budget. They have become into an essential tool for building awareness to the point of overspending other digital channels and most other media channels in many countries in the course of the past 10 years. But what then? Why scale out? Read on to find out the why and the how-to kick-start your company’s ‘scaling out’ for success. Questions this article answers: What are walled gardens? What are the benefits of using walled gardens? What are [...]



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