Search Marketing Knowledge Center

Mastering the Art of Marketing Mix Modeling (MMM)

Leading Edge February 17, 2025

Marketing mix modeling (MMM) has been on the table for data-driven marketers for decades. If you understand its potential, you know its importance. However, nuances are at play – and I would say it’s not quite getting its due in the marketer’s day-to-day. As someone deeply entrenched in data analytics, I’ve seen firsthand how MMM can illuminate the path forward or obscure it with false promises. To help clear the way, here’s a candid look at when to leverage MMM, when to hold back, and how to get the most out of it for the long term.

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AI versus Ad Fraud: An Old Problem with New Solutions

Leading Edge February 11, 2025

Ad fraud isn’t a new challenge, but it continues to evolve, driven by sophisticated tactics and increasingly automated schemes. With costs related to digital advertising fraud worldwide estimated to increase from $88 billion in 2023 to $172 billion in 2028, this is clearly not an issue that’s going away on its own. With the rise of AI, fraudsters have been exploiting advanced technologies to scale their operations – creating new risks for marketers and the ad tech ecosystem. Fortunately, AI also offers the tools needed to fight back, reshaping fraud prevention strategies to keep pace with these threats.

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What I Just Learned About Retail Media

Pulse February 11, 2025

Retail media is hot. The ANA just held a members-only conference focused on retail media, hosted by Kroger Precision Marketing in Cincinnati. We learned so much.

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Innovation Insights from Atlanta-Based Brands at ANA Marketing Tech Conference

Pulse February 10, 2025

At the recent ANA Marketing Technology Momentum conference, industry leaders shared transformative approaches to personalization and customer experience.

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Headless CMS: Agile Content Strategies for Modern Marketers

Webinar Rewinds February 6, 2025

Discover how a headless CMS can revolutionize your content delivery and marketing flexibility. In this webinar, learn how this innovative approach enables seamless content distribution across multiple platforms, creating more dynamic and responsive marketing ecosystems.

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The Trends All Marketers Need to Watch Out For

Pulse January 31, 2025

With the start of the new year comes new challenges, surprises, and changes. For marketers, this is no different. If anything, the fast-paced trends and constant technological evolution can be difficult to keep up with as each new year is unlike any other.

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The Future 100: 2025 Edition

Knowledge Partners January 30, 2025

VML’s eleventh annual “Future 100” report explores a myriad of trends and developments in the industry, with the aim to prepare marketers for the year ahead.

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From Storytelling to Story-Living: How Technology and Creativity Reshapes Brand Experiences

Pulse January 23, 2025

At the ANA’s Marketing Tech Momentum conference, VML's global chief experience design officer Kaleeta McDade delivered a compelling perspective on the evolution of brand engagement, tracing the journey from traditional storytelling to what she calls "story-living."

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Safeguarding Consumer Data: Compliance with Privacy Laws on Brand-Owned Websites

Event Recaps January 23, 2025

During a January 2025 ANA MarTech Committee meeting, Elliot Bell, COO at Compliant, discussed data compliance risks and best practices to avoid them.

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The Surprising Trend Behind Ad Tech’s M&A Boom: Context Is King

Leading Edge January 21, 2025

As the advertising industry grapples with the challenges of signal deprecation, privacy regulations, and fragmented consumer behaviors, a new era of innovation is emerging — one where ad tech finally serves the human side of advertising.

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With TikTok Ban Looming, Advertisers Face a Gen Z Connection Crisis

Leading Edge January 17, 2025

Brands are scurrying to pivot their influencer and advertising plans in advance of the (potential) looming U.S. TikTok ban, but there’s little that can be done to avoid short-term disruption. When more than $10 billion in ad revenue is in flux, the market is going to feel it — perhaps nowhere more so than in the connections between brands and gen Z.

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Data Clean Rooms: Tips for Effective Data Management

Knowledge Partners January 16, 2025

Deep Sync provides a “101”-style primer on data clean rooms.

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Eight Tips for Aligning MarTech with Strategy

Training Takeaways January 9, 2025

Integrating marketing technology (MarTech) with marketing strategies is the deliberate alignment of your technology resources with your marketing objectives and the specific actions planned to accomplish those objectives. To achieve this integration, consider eight tips, drawn from the ANA’s on-demand training course, “Introduction to MarTech.”

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Four Tips for Discovering and Distilling the Insights Necessary for a MarTech Assessment

Training Takeaways January 8, 2025

Learn how to uncover your organization’s MarTech needs and challenges while aligning with key stakeholders.

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Four Tips for an Effective MarTech Business Case

Training Takeaways January 7, 2025

Learn the four key communication objectives, which, if followed, will give your MarTech business case clarity and earn it a receptive audience.

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Core MarTech Design Principles

Training Takeaways January 6, 2025

Learn the four dichotomous principles that will allow you to strategically design your MarTech stack to suit the particular needs of your organization.

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10 Opportunities for Marketers Using Generative AI in Search Marketing

Pulse January 6, 2025

As we enter the new year, marketers continue to face a progressive transformation, with generative AI emerging as the most powerful tool in our arsenal. As traditional search marketing strategies evolve, savvy marketers are discovering unprecedented opportunities to leverage AI across multiple dimensions of their search marketing efforts.

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