Media Mix Modeling Demystified: Basics You Need to Know | Gabriele Franco

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The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth!

In this episode of the Efficient Spend Podcast, Gabriele Franco, CEO and co-founder of Cassandra, discusses the evolving landscape of Marketing Mix Modeling (MMM). He shares insights from his journey in developing tools that democratize complex marketing analysis for non-technical marketers. Gabriele explains the impact of iOS 14, the challenges of media allocation, and how modern MMM tools can guide strategic decision-making for brands, enabling them to optimize their marketing spend with precision and confidence.

About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.

About the Guest: Gabriele Franco is the CEO and co-founder of Cassandra, with extensive experience in performance marketing, managing over €12 million in advertising investments. He is passionate about making advanced marketing mix modeling accessible to non-technical marketers, helping businesses optimize their media spend.

VISIT OUR WEBSITE: https://www.efficientspend.com/
CONNECT WITH PAUL:   / paulkovalski  
CONNECT WITH GABRIELE:   / gabriele-franco-hybrida  

TIMESTAMPS:
00:00 - Introduction
3:13 - Current Trends Shaping Marketing Mix Modeling (MMM)
7:56 - Common Misconceptions About MMM
11:03 - Spend vs. Impressions as Key Inputs in MMM
14:22 - Measuring Incremental Contribution, Organic Factors, and Context
19:09 - The Role of Historical Data and Statistical Accuracy in MMM
20:38 - Strategic Use of MMM vs. Micro Adjustments
24:15 - Onboarding Process, Calibration, and Incremental Testing
26:51 - Validating Upper Funnel Investments with MMM
31:04 - The Role of Seasonality in Allocating Marketing Budgets
32:32 - Re-evaluating Metrics Like CPA and ROI in MMM

EPISODE LINKS:
https://mmm.cassandra.app/#howitworks
https://www.meta.com/business
https://www.nielsen.com/news-center/
https://www.kantar.com/expertise/adve...
https://github.com/facebook/prophet