Digital advertising has become more than simply driving clicks. Brand-building campaigns are designed to accomplish a diversity of goals beyond short-term KPIs. With long-term impacts in-mind, it is even more important to accurately measure the impact of channels such as Facebook in holistic measurement systems such as next gen Marketing Mix Modeling (MMM) and other unified approaches.
Download now the research program we have pursued to identify best practices for improving modelling of Facebook!
Specific findings from a deep analysis on the timeframe of modelling, the length and shape of Facebook impact to KPIs after ad delivery, and variations across campaign type, in an effort to help modelers, brands, and agencies develop the most accurate models.
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