Facebook Gaming’s Mid-Market Sales Manager, Sue Howley, and Marketing Science Partner, Anna Groger, held a session at the Mobidictum Business Conference. The duo spoke about how advertisers can build sustainable measurement strategies as the ecosystem evolves, presenting new challenges to how gaming partners assess performance.
The executive summary brought in four key points:
- Privacy changes have made measurement more challenging for marketers.
- Advertisers are exploring alternative approaches like Experiments and Marketing Mix Modeling (MMM) to fill gaps.
- Marketers should strive towards using incremental methods and metrics they care about to increase profitability and drive business growth.
- Advertisers who find the right balance between Attribution, Experiments, and MMM are better positioned for success.
Later, Anna Groger went on to explain what MMM is with these sentences:
“MMM is a privacy-friendly, highly resilient technique, and one of the reasons we’re talking about it so loudly is that its usage and application will remain unchanged in the future.”
She then moved on to explain Contemporary MMM, a hybrid between Classic Attribution and Classic MMM, embracing the best of both worlds. Highly automated, can build a granular level and use experiments to calibrate and increase accuracy.
The duo continued by noting that not all measurement methods are equal, and none of them are perfect, but they’re all instrumental. Groger then elaborated on the different properties of these methods. A case study was then introduced to form an example that puts the arguments into concrete.
The session’s final moments saw an optimal solution for building a measurement strategy, along with a quote from Kate Minogue, Head of Marketing Science Gaming at Meta. You can reach the complete session along with more relevant content by clicking the button below.
