In this episode of the Mobile Dev Memo podcast, I speak with Shamanth Rao, the CEO of Rocketship HQ, a mobile performance marketing agency. We discuss Shamanth’s practical approach to integrating probabilistic marketing measurement, and especially media mix modeling, into his clients’ reporting workflows:
- How to sell probabilistic measurement to key stakeholders;
- How to use probabilistic measurement to guide marketing investment decisions;
- How to adapt the media buying approach to be best captured with probabilistic measurement methods.
Our discussion touches on many of the topics I have covered recently in essays like The Emerging Marketing Economist and Reprogramming the Broken Marketing Brain.
The Mobile Dev Memo podcast is available on:
Recent