Mercury Media Technology GmbH & Co. KG
Klostertor 1
20097 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.
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 ...
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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 ...
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The ABC of Marketing 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 ...
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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 ...
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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 ...
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The ABC of Marketing Metrics - Part 2: Brand Safety
The breakthrough of programmatic advertising has brought along new challenges. Automated buying and selling of media inventory provides better opportunities for real-time monitoring, enhanced control over budgets and targeting, and ...
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