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Hi Mentors, seek your advice. I have done civil engineering + Project Management. Currently I'm working with project management team as planning engineer in a real estate firm.
Now I am willing to switch into Consulting domain but not getting any leads, also daily I'm applying n numbers of company on LinkedIn, Naukri and Indeed but not a single light of hope I'm seeing.
Can anyone please guide me, how should I approach to a company. It'll be a great help indeed Jacobs CDM Smith JPM
Rising Star
Additional Posts in Data and Analytics in Advertising & Marketing
Does zenith give out bonuses?
100k for senior analyst in Wisconsin. Worth it?
What made you get fired?
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Most of the MTA out there is trash. Google/Apple are making it almost impossible to stitch the cookies together behind their walled gardens. Measured is doing interesting stuff with experimental design - I’d check them out. Visual IQ used to be the leader but Nielsen hasn’t made any updates since the acquisition. I have a DTC brand running it and the model basically ignores YouTube.
For MMM - Neustar and Analytic Partners lead the way.
Get your hands on the Forrester reports on the vendors. I largely agree with what they say.
Happy to chat over DMs.
Agreed that most MTA is useless at this point. I’d recommend checking out Gain Theory for more advanced consulting and tech that meets those requirements and exceeds on offerings.
Expect any MMM that tells you they have ROI upsides of 125%+ to be garbage. Anything that would actually return investments that high would be worth gold - the measurement of marketing would be prioritized and CFO's would be pouring budget into their marketing departments. Interrogate the vendors as part of the RFP process and ask for mocked up timelines. D2C brands tend to be agile and MMMs and similar solutions are slow af and have long implementation leads times.
I don’t know that that’s fully true. MMM when used right CAN offer real top-line gains for companies, especially CPG who have little insight otherwise. The reason they’re not used more outside of the huge CPG who work with Nielsen and IRi for syndicated sales data is because:
1. It’s hard to prove the direct ROI of the measurement itself - and hard to prove it’s effective when marketers don’t actually implement any of the projected scenarios
2. A CFO might actually want it (rarely), but the brands that pay for it often need to take it out of their marketing budget. Lots of large CPGs (I know of at least 4) have resorted to corporate (at CEO level) mandating measurement in order to get it done
3. The MMM vendors are rarely good at presenting the results in a way tailored to their audience - CMOs and heads of brands’ marketing
4. Everyone wants results now, not 4-6 months later
Also I don’t think most non data people can even understand splitting credit between sources.
Yes. This. So much pain. Not surprising I guess when you consider that people rarely go from advertiser side to the MMM sweatshop side
Data plus math is a solid TV attribution partner. Agree with all the above MMM recommendations
I second data plus math. They’re not reliant on cookies and I’m pretty sure they’re going to release something soon with Google and/or Facebook. The downside is it has to be a pretty big brand. For smaller brands check out TVSquared, their whole shtick works well for D2C but I’m not sure how strong they are in some digital channels
I think a key question here is 'what is the volume of what you are trying to measure.'
There are a handful of techniques to measure the impact of marketing and advertising but all are dependent upon sample size