Welcome back from the July 4th weekend. Everybody have the same number of fingers as they did Friday? Good job.
Pretty much everyone knows that traditional metrics can’t capture the complexities of campaigns’ interactions. What do you do with that knowledge? Ben Vigneron has the answer: Test for multiplicative and synergistic effects and rethink paid media measurement.
See how autonomous AI agents are streamlining CX across sales, support, and marketing — not just with faster responses, but with real, measurable impact.
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“Any attribution method assuming additive effects is mostly inaccurate by design. Advertisers must use more advanced models accounting for multiplicative or, even better, synergistic effects. Capturing synergistic effects will require some additional experimentation. However, optimizing your media mix is well worth it.” – Ben Vigneron in Marketing results don’t add. They multiply and synergize.
“Most consumers like interactive content, but marketers have been slow to adopt it. Granted, gamification isn’t a good fit for every brand (“Spin the Wheel for Free Legal Advice!”), but even the most serious business can use interesting innovations to keep customers engaged.” – Alexander Melone in Interactive emails give your sales funnel a competitive edge.
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