Mercury Media Technology GmbH
Neue Rabenstraße 12
20354 Hamburg / Germany
Welcome to MMT's blog
Here, marketing experts will find helpful articles from our specialist on the most pressing topics in Marketing, Media, Data Science and MarTech to drive the digital transformation towards data-driven decision making.
Advertising Innovation - Part 1: Smart Speaker
Dieser Artikel wurde aus dem Deutschen übersetzt. Sie finden die Originalversion hier. Radio was said to be dead. But now podcasts, digital audio, and smart speakers are creating an audio boom ...
Read on 
How to build a Change Management Strategy towards data-driven Marketing
Marketing is traditionally the department led by experience and gut feeling, relying on user metrics and agency recommendations on the market shifts to come ahead and the competition to look ...
Read on 
Multi-Touch Attribution Model - Identifying the right channels
In the ever-broadening media landscape, succeeding on a large scale rarely depends on a single channel: a combination of marketing activities generates awareness and motivates consumers to direct their choice ...
Read on 
The ABC of Campaign Metrics - Part 3: Ad Fraud
As advertising technologies evolve, so do fraud mechanisms. The higher the degree of digitization, the more potential for digital fraud emerges. With more and more ads traded programmatically and fraud ...
Read on 
Cookie Life - Part 2: Targeting without third-party cookie
To follow up on the status quo on cookieless future, we would do our first dive on cookieless targeting as it offers an opportunity to launch very quickly. We will ...
Read on 
Time Series Uplift Modeling - how to test scenarios to forecast new media channels success
When planning on innovating in media, many marketers are stopped in their path by a simple question “Will it works? and “How high will the ROI be?”. Investing massive amounts ...
Read on