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  • Clive Rumsey

Rethinking Model Accuracy: Beyond Model Fit as the Gold Standard

For ages, achieving optimal model accuracy has been revered as the ultimate goal, with marketers relying on model fit as the benchmark for discovering the ideal equation that harmonises with their data. However, what if there's a deeper layer to model accuracy beyond mere numerical alignment? What if we challenge conventional wisdom and explore alternative dimensions of accuracy that transcend traditional models?


In this blog post, we will embark on a journey to reimagine model accuracy, pushing the boundaries to truly grasp the essence of marketing insights. Come along as we venture into unexplored territory, uncovering a novel perspective on accuracy that promises to transform our approach to data-driven marketing decision-making.


Key takeaways covered in this post:


  • The Importance of Parameter Alignment in Maximising Media Mix Effectiveness

  • The Importance of Testing at Scale in Marketing

  • The Profit-Driven Nature of Publishers and Its Implications

  • Overcoming External Factors: Using Marketing Response Models

  • Exploring the Connection Between Generative AI and Model Accuracy

  • The Search for Accurate Testing: Where to Go?

  • Unlock the Power of Accurate Testing and Optimisation with Mevo



The Importance of Parameter Alignment in Maximising Media Mix Effectiveness


In the process of optimising the media mix, achieving proper parameter alignment is critical for obtaining accurate test outcomes. Parameter alignment entails the degree to which selected parameters align with the goals and objectives of media campaigns. By meticulously selecting and refining appropriate parameters, marketers can fine-tune their media mix, facilitating closed-loop marketing adjustments. This involves establishing parameters that accurately capture the target audience, reflect key performance indicators (KPIs), and are in line with the overarching marketing strategy. When parameters align effectively, test results become dependable and actionable, empowering marketers to make data-driven decisions and enhance the effectiveness of their media mix.



The Importance of Testing at Scale in Marketing

Conducting large-scale tests aids marketers in collecting dependable data and making well-informed decisions regarding their campaigns. Nonetheless, a hurdle marketers often encounter is attaining statistically significant results during campaign testing. Limited resources and time constraints pose challenges in testing multiple variables and thoroughly analyzing their impact. A potential remedy to this issue is A/B testing, enabling marketers to compare two campaign versions and identify the superior performer. However, A/B testing has its constraints as it only evaluates two variations at a time and may overlook the intricate nuances of consumer behavior. Consequently, conducting tests at scale becomes imperative to ensure comprehensive and precise insights for optimising marketing strategies.


The Profit-Driven Nature of Publishers and Its Implications

Publishers typically maximise their financial returns, prioritising revenue generation over rigorous testing and evaluation of marketing metrics. Rather than thoroughly testing and refining their marketing endeavors, publishers might lean towards strategies that yield immediate profits. However, this approach could overlook opportunities for more effective or innovative marketing tactics.


Additionally, the profit-driven focus of publishers can result in unpredictable fluctuations in testing campaigns. They may hesitate to allocate resources to experimentation and swiftly abandon campaigns that do not yield immediate positive outcomes. Consequently, this hampers long-term growth potential and prevents potentially successful strategies from being uncovered.


Overcoming External Factors: Using Marketing Response Models

Marketing response models, such as generative attribution, aid marketers in gauging the influence of diverse marketing tactics and external variables on consumer behavior and response. Consequently, marketers can evaluate the efficacy of their marketing campaigns and implement necessary adjustments for enhanced outcomes. These models also facilitate an understanding of how external factors, such as economic shifts or shifts in consumer preferences, impact consumer responses.


The benefits and challenges lie in integrating non-media and environmental factors, thereby providing a comprehensive understanding alongside traditional factors like media, individual, geographical, and temporal details simultaneously.


Moreover, marketing response models assist marketers in identifying and mitigating the impact of external variables on testing campaigns. By integrating these models into their testing methodologies, marketers can gain deeper insights into how external factors shape consumer behavior and responses. This comprehension empowers them to make well-informed decisions and devise strategies to navigate external fluctuations.


Exploring the Connection Between Generative AI and Model Accuracy

Traditional models often require assistance in accurately attributing the impact of various marketing touchpoints, leading to incomplete insights and less-than-optimal decision-making. As we strive to expand the horizons of model accuracy, it becomes crucial to explore emerging technologies like generative attribution, which have the potential to enrich our understanding of marketing insights. Among these technologies, generative AI emerges as a particularly promising candidate. By harnessing the power of machine learning, generative AI can forge new and innovative marketing strategies, uncovering previously obscured patterns and insights.


But how does generative AI intersect with the concept of model accuracy? The answer lies in generative attribution.


Generative AI has the potential to revolutionise marketing attribution by analysing vast amounts of data and identifying the genuine drivers of success. Envision a scenario where every marketing effort is precisely attributed, enabling you to optimise your strategies with unparalleled accuracy. Generative AI opens up new horizons for marketers, empowering them to unveil hidden patterns, identify unexplored opportunities, and make data-driven decisions that truly make a difference.


The Search for Accurate Testing: Where to Go?

It's imperative for marketers to prioritise investments in precise measurement and analysis, yet discovering dependable testing methodologies can pose a challenge. Marketing response models could be one option for a viable solution. These models take into account consumer behavior, market trends, and external influences, resulting in more dependable outcomes. By leveraging such models, marketers can mitigate external variables and gain precise insights to steer marketing strategies and enhance performance.


A modern and scalable approach is to implement advanced analytics and machine learning algorithms that have the capability to sift through vast datasets, identifying patterns and correlations that may elude traditional testing methods. These tools empower marketers to unearth insights and make informed, data-driven decisions to optimize their strategies. However, it's crucial to underscore the importance of using predictive analytics in conjunction with marketing response models to ensure accuracy.


Unlock the Power of Accurate Testing and Optimisation with Mevo

Looking to elevate your marketing endeavors? Harness the power of Mevo's generative AI and machine learning capabilities to tap into the full potential of accurate testing and optimisation. With our innovative solutions and seasoned guidance, you'll gain the ability to make informed decisions driven by data, leading to precise outcomes. Say goodbye to outdated models and embrace the accuracy to revolutionise your marketing strategy.


Request a demo today to discover more.

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