Privacy changes have prompted marketers to reevaluate cookie-based attribution methods, shifting the focus to Marketing Mix Modeling (MMM) approach. MMM is a privacy-friendly, data-driven statistical analysis that quantifies business drivers, incrementality, and ROI. By using MMM, businesses can understand how their marketing mix affects their performance and how to allocate their budget more effectively across different media platforms and campaigns.
However, integrating MMM into a business’ marketing analytics arsenal is no simple feat. Without proper guidance and modern techniques, MMMs can be imprecise and misleading, potentially leading to flawed marketing decisions. Some common challenges of traditional MMM include:
To address these challenges and bring MMM to the next level, Meta, formerly Facebook, and Decision Lab, a leading market research company in Vietnam, announced a strategic partnership to bring Robyn, a cutting-edge AI-powered marketing mix modeling solution, to Vietnam. Developed by Meta Marketing Science, Robyn uses advanced AI/ML technology to deliver empirically grounded and actionable insights while mitigating human bias.
Robyn can help Vietnamese businesses improve their marketing ROI, increase incremental sales and profitability, and gain a competitive edge in a fast-growing and competitive market. Here are some examples of successful Robyn cases from other markets:
With Robyn, Vietnamese businesses can navigate the complexities of the evolving landscape and improve their marketing performance. Leveraging Robyn’s Al/ML technology and capabilities, businesses can gain a deeper understanding of their marketing mix, make more informed decisions about their marketing budget, and achieve better results.
Nguyen Thanh Cao
Associate Director
Decision Lab
+84 902 318 613
ntc@decisionlab.co