As the appetite for measuring marketing and broader commercial investments grows, we are excited to see publishers like Meta and Google release open source frameworks that can help expand the use of measurement techniques across a broader array of companies. Every marketing-driven company today must implement holistic cross-platform marketing and commercial measurement of their investments – a core fundamental to understanding which activities and spends drive incremental value on a country-by-country, global and portfolio scale. The availability and diversity of data today makes its use a true competitive advantage – and similarly so if not.
While we applaud these open source MMM initiatives, they have raised questions and led to some uncertainty in the marketplace pertaining to the types of services that best serve a company’s investment requirements.
Download this white paper that clarifies what open source MMM options accomplish – and what they do not – within the broader context of marketing performance measurement programs.
