White papers & factsheets.

We've put together this collection of white papers and useful information on how you can use your data more effectively to improve your sales and marketing performance - some written by us and some from our partners at marketingQED.  

Please have a browse through and download anything you're interested in.

MMM 101

This simple explainer document takes you through the use of econometrics for Marketing Mix Modelling, how it works, and how you can apply it to your business.

The digital attribution challenge.

If you work in a marketing team you're probably bombarded with questions about digital attribution.  Written a couple of years ago, this paper remains a great baseline document for thinking clearly through the challenges and opportunities that ever increasing amounts of digital data presents. 

Using Google Trends data

This paper takes a look at how you can use google trends as a data source for marketing analytics.  It's a practical use guide on how to access and use this and other emerging sources of marketing data in order to analyse the effectiveness of the various components in your marketing mix.

Underdetermination

The missing link of marketing analytics!

When we build a marketing mix model we naturally want to find a clear and unambiguous answer to the question “which marketing drivers are important and what is their impact”?

Is a clear answer to this question always possible? Is it possible for there to be multiple theories that fit and purport to explain the same set of data? Can the same data tell two or more different stories?

Optimise. Now!

Using analytics to optimise your marketing activities - the code to success.

This white paper sets out some essential points that are often overlooked but which are crucial in optimising activities within your marketing portfolio.  See how by following a few simple points you can better understand the right levels for your marketing mix investments in order to achieve better results over the medium term. 

marketingQED

For our complex marketing mix modelling and attribution exercises, at Marketing iQ we use leading marketing analytics software from marketingQED.

This fact sheet explains a little about the marketingQED effectiveness technology that we use and the key features and challenges that the tools help with.