{"id":697,"date":"2025-06-25T11:00:00","date_gmt":"2025-06-25T11:00:00","guid":{"rendered":"https:\/\/e-dialog.digitalists.at\/blog\/the-complexity-of-marketing-assessment\/"},"modified":"2026-01-23T09:35:48","modified_gmt":"2026-01-23T09:35:48","slug":"the-complexity-of-marketing-assessment","status":"publish","type":"post","link":"https:\/\/e-dialog.digitalists.at\/en\/blog\/the-complexity-of-marketing-assessment\/","title":{"rendered":"The complexity of marketing assessment"},"content":{"rendered":"\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><aside id=\"aside-content-block_6075850d70f020fcb3646d6ef6d316a5\" class=\"aside-content block block--aside-content\" data-title=\"\">\n  <div class=\"aside-content__content content\">\n                                                \n      <div class=\"content__team team-member\" itemscope itemtype=\"https:\/\/schema.org\/Person\">\n        <img decoding=\"async\" width=\"176\" height=\"176\" src=\"https:\/\/e-dialog.digitalists.at\/wp-content\/uploads\/2025\/06\/team.png\" class=\"attachment-medium size-medium wp-post-image\" alt=\"\" itemprop=\"image\" loading=\"lazy\" srcset=\"https:\/\/e-dialog.digitalists.at\/wp-content\/uploads\/2025\/06\/team.png 176w, https:\/\/e-dialog.digitalists.at\/wp-content\/uploads\/2025\/06\/team-150x150.png 150w\" sizes=\"auto, (max-width: 176px) 100vw, 176px\" \/>\n        <div class=\"team-member__meta meta\">\n          <div class=\"meta__name\" itemprop=\"name\">Marie Holzinger<\/div>\n          <div class=\"meta__position\" itemprop=\"jobTitle\">Head of Creative<\/div>\n        <\/div>\n      <\/div>\n                  <\/div>\n<\/aside><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\"><div id=\"basic-content-block_32c62defc4f6d9afdc760b2d4a42d24b\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <h1>The complexity of marketing assessment: how attribution, MMM and experiments unfold their strengths<\/h1>\n\n      <div class=\"post-meta\">\n        <div class=\"post-meta__date\">25.06.2025<\/div>\n        |\n        <div class=\"post-meta__date\">Lesedauer: 9 min.<\/div>\n      <\/div>\n    \n  <\/div>\n<\/div>\n\n<div id=\"image-fullscreen-block_be705674272e80cffd791a5f89613cec\" class=\"image-fullscreen block block--image-fullscreen\" data-title=\"\">\n  <div class=\"image-fullscreen__content content\">\n    <img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"806\" src=\"https:\/\/e-dialog.digitalists.at\/wp-content\/uploads\/2025\/06\/pexels-kevin-ku-92347-577585-e1752134131210.jpg\" class=\"content__img img img--desktop\" alt=\"\" srcset=\"https:\/\/e-dialog.digitalists.at\/wp-content\/uploads\/2025\/06\/pexels-kevin-ku-92347-577585-e1752134131210.jpg 1920w, https:\/\/e-dialog.digitalists.at\/wp-content\/uploads\/2025\/06\/pexels-kevin-ku-92347-577585-e1752134131210-300x126.jpg 300w, https:\/\/e-dialog.digitalists.at\/wp-content\/uploads\/2025\/06\/pexels-kevin-ku-92347-577585-e1752134131210-1024x430.jpg 1024w, https:\/\/e-dialog.digitalists.at\/wp-content\/uploads\/2025\/06\/pexels-kevin-ku-92347-577585-e1752134131210-768x322.jpg 768w, https:\/\/e-dialog.digitalists.at\/wp-content\/uploads\/2025\/06\/pexels-kevin-ku-92347-577585-e1752134131210-1536x645.jpg 1536w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/>      <\/div>\n<\/div><\/div>\n<\/div>\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><aside id=\"aside-content-block_00cb5d91d2c6bf4e50f7ae39ab1e9461\" class=\"aside-content block block--aside-content\" data-title=\"\">\n  <div class=\"aside-content__content content\">\n                      <h2 class=\"content__hl\">Attribution &amp; MMM<\/h2>              <div class=\"content__text\"><p>The customer journey is complex. Data-Driven Attribution gives us answers about which channels contribute to our goals &#8211; an important basis for budget decisions. <\/p>\n<\/div>\n            <a\n        href=\"https:\/\/e-dialog.digitalists.at\/wo-wir-helfen\/trends-erkennen\/\"\n        target=\"_self\"\n        class=\"content__cta\"\n      >\n        Our services\n      <\/a>            <\/div>\n<\/aside><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\"><div id=\"blue-boxes-block_2c24823d2a86da9b3ba200a5f3ac4ca4\" class=\"blue-boxes block block--blue-boxes block--increase-margin\" data-title=\"\">\n  <div class=\"blue-boxes__content content content--single\">\n                  <div class=\"content__box box\">\n          <h2 class=\"box__hl\">Management Summary<\/h2>          <div class=\"box__content\"><p>Marketing Mix Modeling (MMM) is making a comeback &#8211; not only because of technical advances, but above all because in the age of data protection, proof of advertising effectiveness must be provided differently. The key to success lies not only in the modeling, but in the intelligent combination of media expertise with technology know-how. <\/p>\n<\/div>\n                  <\/div>\n            <\/div>\n<\/div>\n\n<div id=\"highlight-text-block_dced11daaf61fbba2927e73b620b55d7\" class=\"highlight-text block block--highlight-text block--increase-margin\" data-title=\"\">\n  <div class=\"highlight-text__content content\">\n    <svg class=\"content__decoration\" width=\"292\" height=\"292\" viewBox=\"0 0 292 292\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n      <circle cx=\"146\" cy=\"146\" r=\"113.5\" stroke=\"#FBC105\" stroke-width=\"65\" \/>\n    <\/svg>\n    <h2 class=\"content__hl\">What does marketing really bring? And when is advertising just expensive noise? <\/h2>          <div class=\"content__text\"><p>Marketing Mix Models provide answers &#8211; if you set them up correctly. We explain what is important. <\/p>\n<\/div>\n              <svg class=\"content__question-mark\" width=\"40\" height=\"38\" viewBox=\"0 0 40 38\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n        <path d=\"M35.216 0.968261C38.0873 5.66466 39.523 10.4034 39.523 15.1844C39.523 19.4154 38.4673 23.456 36.3561 27.3062C34.2026 31.1987 31.099 34.7527 27.0454 37.9683L22.1684 34.9854C21.7462 34.7316 21.4506 34.4142 21.2817 34.0334C21.1128 33.695 21.0283 33.3565 21.0283 33.018C21.0283 32.6372 21.1128 32.2776 21.2817 31.9391C21.4506 31.6006 21.6406 31.3045 21.8517 31.0506C22.4007 30.4159 22.9918 29.6755 23.6252 28.8293C24.2163 27.9831 24.7653 27.0523 25.272 26.0369C25.7787 25.0637 26.2009 23.9848 26.5387 22.8002C26.8765 21.6155 27.0454 20.3462 27.0454 18.9923C27.0454 17.5537 26.8132 16.0094 26.3487 14.3593C25.8842 12.7516 25.1031 11.0592 24.0052 9.28215C23.6252 8.68982 23.4352 8.09748 23.4352 7.50514C23.4352 6.15123 24.1952 5.19925 25.7153 4.64922L35.216 0.968261ZM14.1879 0.96826C17.0592 5.66466 18.4948 10.4034 18.4948 15.1844C18.4948 19.4154 17.4392 23.456 15.3279 27.3062C13.1745 31.1987 10.0709 34.7527 6.0173 37.9683L1.1403 34.9854C0.718045 34.7316 0.42247 34.4142 0.253567 34.0334C0.0846676 33.695 0.000221656 33.3565 0.000221685 33.018C0.000221718 32.6372 0.0846677 32.2776 0.253567 31.9391C0.422471 31.6006 0.612485 31.3044 0.823613 31.0506C1.37254 30.4159 1.96369 29.6755 2.59707 28.8293C3.18822 27.9831 3.73715 27.0523 4.24385 26.0369C4.75055 25.0637 5.1728 23.9848 5.5106 22.8002C5.8484 21.6155 6.01731 20.3462 6.01731 18.9923C6.01731 17.5537 5.78507 16.0094 5.32059 14.3593C4.85611 12.7516 4.07495 11.0592 2.9771 9.28215C2.59707 8.68982 2.40706 8.09748 2.40706 7.50514C2.40706 6.15122 3.16711 5.19925 4.68722 4.64922L14.1879 0.96826Z\" fill=\"#2A6CD0\" \/>\n      <\/svg>\n      <\/div>\n<\/div>\n\n<div id=\"basic-content-block_9913a4f5b8e161fe079aab8e8de0fdc6\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <h2>Marketing Mix Models &#8211; the whole truth<\/h2>\n<p>Marketing Mix Modeling (MMM) is rightly experiencing a revival. Data protection, cookie restrictions and the increasing pressure for efficiency in marketing departments are forcing companies to re-analyze cause-and-effect relationships. MMMs measure the impact of advertising investments on sales, conversions and other KPIs &#8211; across channels, in compliance with data protection regulations and model-based.  <\/p>\n<h3>But as so often, the truth lies in the detail:<\/h3>\n  <\/div>\n<\/div>\n\n  <div id=\"big-ol-block_f3c061859823e69faa6e2053c2a854f9\" class=\"big-ol block block--big-ol block--increase-margin\" data-title=\"\">\n    <ol class=\"big-ol__content content\">\n              <li class=\"content__li li\">\n          <div class=\"li__index\">\n            01          <\/div>\n          <div class=\"li__main li-main\">\n                          <h4 class=\"li-main__hl\">No understanding without a baseline<\/h4>                                      <div class=\"li-main__content\"><p>Comprehensive StMMMs help to determine marketing effectiveness. The baseline is taken into account &#8211; the sales that would be achieved even without marketing measures. Because factors such as brand awareness, word of mouth and seasonality influence this baseline &#8211; i.e. the natural flow of sales of a company. MMMs make it possible to statistically calculate the incremental effect of marketing measures on sales. develop strategies and benefit from long-term success!    <\/p>\n<\/div>\n                      <\/div>\n        <\/li>\n              <li class=\"content__li li\">\n          <div class=\"li__index\">\n            02          <\/div>\n          <div class=\"li__main li-main\">\n                          <h4 class=\"li-main__hl\">Effectiveness \u2260 Efficiency<\/h4>                                      <div class=\"li-main__content\"><p>More budget in one channel = more success? Unfortunately, no. MMMs show when a channel reaches its saturation point, whether media mix inconsistencies prevent synergies or whether users slip into reactance due to too high a frequency. The key is to recognize where more investment actually brings added value &#8211; and where it does not.   <\/p>\n<\/div>\n                      <\/div>\n        <\/li>\n              <li class=\"content__li li\">\n          <div class=\"li__index\">\n            03          <\/div>\n          <div class=\"li__main li-main\">\n                          <h4 class=\"li-main__hl\">No off-the-shelf solution<\/h4>                                      <div class=\"li-main__content\"><p>Contrary to what many people think, an MMM is not a plug-and-play tool. It needs: <\/p>\n<ul>\n<li>at least one year of structured online and offline data or alternatively (should the database be smaller) empirical values on channel effectiveness, e.g. from other attribution methods or experiments<\/li>\n<li>Data Ownership &amp; Governance (You can find more information on Data Ownership in this blog article.)<\/li>\n<li>strategic advice on model interpretation<\/li>\n<\/ul>\n<p>The interpretation of the results and the derivation of recommendations for action are crucial. Tools such as Google&#8217;s Meridian, Meta&#8217;s Robyn or our own solution BREE (Budget Recommendation Engine) help &#8211; provided the right approach and understanding. <\/p>\n<\/div>\n                      <\/div>\n        <\/li>\n          <\/ol>\n  <\/div>\n\n\n<div id=\"basic-content-block_e00ca46cede79520ea98ffd123cb8042\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <h2>Conclusion: Numbers are just the beginning<\/h2>\n<p>Marketing Mix Modeling can be a real game changer for your media budget planning &#8211; provided you take a holistic approach. It takes more than just smart models: What is decisive is an interdisciplinary understanding of the objectives as well as the right combination of in-depth media know-how and sound data science expertise. In order to exploit the full potential, it is therefore essential to rely on strong partners who can provide strategic and technical support and think along with you.  <\/p>\n  <\/div>\n<\/div>\n\n<div id=\"teaser-slim-block_30de7bb65386cd0ee04533c933317e57\" class=\"teaser-slim block block--teaser-slim\" data-title=\"\">\n  <div class=\"teaser-slim__content content\">\n    <div class=\"content__img\">\n              <img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"682\" src=\"https:\/\/e-dialog.digitalists.at\/wp-content\/uploads\/2025\/07\/edialog-header-1024x682.jpg\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/e-dialog.digitalists.at\/wp-content\/uploads\/2025\/07\/edialog-header-1024x682.jpg 1024w, https:\/\/e-dialog.digitalists.at\/wp-content\/uploads\/2025\/07\/edialog-header-300x200.jpg 300w, https:\/\/e-dialog.digitalists.at\/wp-content\/uploads\/2025\/07\/edialog-header-768x512.jpg 768w, https:\/\/e-dialog.digitalists.at\/wp-content\/uploads\/2025\/07\/edialog-header-1536x1024.jpg 1536w, https:\/\/e-dialog.digitalists.at\/wp-content\/uploads\/2025\/07\/edialog-header.jpg 2000w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>          <\/div>\n    <div class=\"content__info info\">\n              <svg class=\"info__decoration\" width=\"267\" height=\"127\" viewBox=\"0 0 267 127\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n          <path d=\"M151.031 29C218.027 29 272.138 83.0603 272.138 149.5C272.138 215.94 218.027 270 151.031 270C84.0352 270 29.9248 215.94 29.9248 149.5C29.9248 83.0603 84.0352 29 151.031 29Z\" stroke=\"#FBC105\" stroke-width=\"58\" \/>\n        <\/svg>\n                  <h2 class=\"info__hl\">Do you want to know your marketing truth?<\/h2>      <a\n        href=\"https:\/\/e-dialog.digitalists.at\/success-story\/verbesserte-nutzererfahrung-durch-echtzeit-monitoring-telefonica-setzt-auf-gcp-und-ki\/\"\n        target=\"_self\"\n        class=\"info__cta\"\n      >\n        Get in touch\n      <\/a>    <\/div>\n  <\/div>\n<\/div><\/div>\n<\/div>\nstring(2) &#8220;en&#8221;\narray(1) {\n  [0]=>\n  array(5) {\n    [&#8220;id&#8221;]=>\n    int(734)\n    [&#8220;image&#8221;]=>\n    int(737)\n    [&#8220;logo&#8221;]=>\n    int(719)\n    [&#8220;title&#8221;]=>\n    string(44) &#8220;Together with you, we are changing the world&#8221;\n    [&#8220;link&#8221;]=>\n    string(93) &#8220;https:\/\/e-dialog.digitalists.at\/en\/success-story\/together-with-you-we-are-changing-the-world\/&#8221;\n  }\n}\n<div id=\"teaser-classic-block_db6529468d38b6827230473b34c4267b\" class=\"teaser-classic block block--teaser-classic\" data-title=\"\">\n  <div class=\"teaser-classic__content content\">\n    <div class=\"content__top top\">\n      <div class=\"top__info info\">\n                  <div class=\"info__sl\">\n            <svg width=\"15\" height=\"15\" viewBox=\"0 0 15 15\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n              <circle cx=\"7.5\" cy=\"7.5\" r=\"6\" stroke=\"#C32218\" stroke-width=\"3\" \/>\n            <\/svg>\n            Worth knowing          <\/div>\n                <h2 class=\"info__hl\">More exciting articles on the subject<\/h2>      <\/div>\n              <div class=\"top__cta-wrapper cta-wrapper\">\n          <a\n        href=\"https:\/\/e-dialog.digitalists.at\/blog\/\"\n        target=\"_self\"\n        class=\"cta-wrapper__cta\"\n      >\n        To the blog overview\n      <\/a>        <\/div>\n          <\/div>\n    <div class=\"content__posts posts-teaser\">\n                      <div class=\"posts-teaser__post-teaser post-teaser post-teaser--logo\">\n                      <div class=\"post-teaser__img\">\n              <img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"138\" src=\"https:\/\/e-dialog.digitalists.at\/wp-content\/uploads\/2025\/07\/success-story-300x138.png\" class=\"attachment-medium size-medium\" alt=\"\" srcset=\"https:\/\/e-dialog.digitalists.at\/wp-content\/uploads\/2025\/07\/success-story-300x138.png 300w, https:\/\/e-dialog.digitalists.at\/wp-content\/uploads\/2025\/07\/success-story-1024x470.png 1024w, https:\/\/e-dialog.digitalists.at\/wp-content\/uploads\/2025\/07\/success-story-768x353.png 768w, https:\/\/e-dialog.digitalists.at\/wp-content\/uploads\/2025\/07\/success-story.png 1470w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>            <\/div>\n                                <div class=\"post-teaser__logo\">\n              <img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"74\" src=\"https:\/\/e-dialog.digitalists.at\/wp-content\/uploads\/2025\/07\/Bildschirmfoto-2025-02-16-um-15.59.37-1-300x74.png\" class=\"attachment-medium size-medium\" alt=\"\" srcset=\"https:\/\/e-dialog.digitalists.at\/wp-content\/uploads\/2025\/07\/Bildschirmfoto-2025-02-16-um-15.59.37-1-300x74.png 300w, https:\/\/e-dialog.digitalists.at\/wp-content\/uploads\/2025\/07\/Bildschirmfoto-2025-02-16-um-15.59.37-1.png 375w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>            <\/div>\n                              <h3 class=\"post-teaser__title\">Together with you, we are changing the world<\/h3>\n                    <div class=\"post-teaser__more\">\n                        <svg width=\"12\" height=\"12\" viewBox=\"0 0 12 12\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n              <path d=\"M1 5.25C0.585786 5.25 0.25 5.58579 0.25 6C0.25 6.41421 0.585786 6.75 1 6.75L1 5.25ZM11.5303 6.53033C11.8232 6.23744 11.8232 5.76256 11.5303 5.46967L6.75736 0.6967C6.46447 0.403806 5.98959 0.403806 5.6967 0.6967C5.40381 0.989593 5.40381 1.46447 5.6967 1.75736L9.93934 6L5.6967 10.2426C5.40381 10.5355 5.40381 11.0104 5.6967 11.3033C5.98959 11.5962 6.46447 11.5962 6.75736 11.3033L11.5303 6.53033ZM1 6.75L11 6.75L11 5.25L1 5.25L1 6.75Z\" \/>\n            <\/svg>\n          <\/div>\n          <a href=\"https:\/\/e-dialog.digitalists.at\/en\/success-story\/together-with-you-we-are-changing-the-world\/\" aria-label=\"Together with you, we are changing the world\"><\/a>\n        <\/div>\n          <\/div>\n  <\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":699,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[24],"channel":[25],"goal":[26],"technology":[27],"c-year":[23],"class_list":["post-697","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","channel-audio","goal-increase-awareness","technology-google-marketing-platform","c-year-23"],"acf":[],"_links":{"self":[{"href":"https:\/\/e-dialog.digitalists.at\/en\/wp-json\/wp\/v2\/posts\/697","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/e-dialog.digitalists.at\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/e-dialog.digitalists.at\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/e-dialog.digitalists.at\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/e-dialog.digitalists.at\/en\/wp-json\/wp\/v2\/comments?post=697"}],"version-history":[{"count":1,"href":"https:\/\/e-dialog.digitalists.at\/en\/wp-json\/wp\/v2\/posts\/697\/revisions"}],"predecessor-version":[{"id":700,"href":"https:\/\/e-dialog.digitalists.at\/en\/wp-json\/wp\/v2\/posts\/697\/revisions\/700"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/e-dialog.digitalists.at\/en\/wp-json\/wp\/v2\/media\/699"}],"wp:attachment":[{"href":"https:\/\/e-dialog.digitalists.at\/en\/wp-json\/wp\/v2\/media?parent=697"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/e-dialog.digitalists.at\/en\/wp-json\/wp\/v2\/categories?post=697"},{"taxonomy":"channel","embeddable":true,"href":"https:\/\/e-dialog.digitalists.at\/en\/wp-json\/wp\/v2\/channel?post=697"},{"taxonomy":"goal","embeddable":true,"href":"https:\/\/e-dialog.digitalists.at\/en\/wp-json\/wp\/v2\/goal?post=697"},{"taxonomy":"technology","embeddable":true,"href":"https:\/\/e-dialog.digitalists.at\/en\/wp-json\/wp\/v2\/technology?post=697"},{"taxonomy":"c-year","embeddable":true,"href":"https:\/\/e-dialog.digitalists.at\/en\/wp-json\/wp\/v2\/c-year?post=697"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}