Utilising Marketing Mix Modelling allows gaming companies to stay ahead of the competition, says Kochava
Gaming companies can future-proof their strategies with MMM
Marketers need to adopt Marketing Mix Modelling (MMM) to gain a holistic view of their diverse advertising mix and understand the effectiveness of each channel. MMM provides a comprehensive analysis of the entire marketing funnel, from top-of-funnel brand awareness campaigns to bottom-of-funnel conversion tactics. Gaming companies, subject to frequent shifts in consumer preferences, technology, and competitive actions, can leverage MMM across the entire marketing mix to quantify the impact of digital and traditional channels, optimise marketing spend, and make data-driven decisions. Kochava is the leading real-time data solutions company for omnichannel attribution and measurement.
MMM is an analytical approach that quantifies the contribution of an entire portfolio of diverse marketing initiatives to sales, then predicts the outcome of future marketing strategies. It parses historical data to evaluate the relative performance of all the various channels, including traditional media such as television and print as well as myriad digital placements. By assessing the influence of each component, MMM helps businesses understand how all marketing activities work together to drive sales. This allows for more informed decision making in allocating resources for maximum effectiveness and return on investment (ROI).
Gary Danks, General Manager for Always-On Incremental Measurement (AIM) by Kochava Inc. said: “Next-generation MMM solutions have significantly reduced the technical complexity and resource requirements for implementation. Gaming advertisers can now easily integrate MMM into their workflows, with daily or weekly model updates providing highly actionable insights.
“The forecasting and scenario foresight afforded by MMM enable gaming companies to anticipate the impact of different marketing investments and prepare for future market conditions. Such predictive capability is crucial for maximising the efficiency of marketing investments. MMM can serve as a unifying metric that enhances collaboration across a gaming company’s marketing teams, aligning their efforts toward shared objectives and collective success.”
Gaming companies are increasingly turning to MMM as a solution to navigate the complexities of user privacy and attribution. With regulations such as Apple’s App Tracking Transparency (ATT) framework and potential shifts due to Google Privacy Sandbox for Android, MMM offers a privacy-compliant method that leverages aggregated data, enabling marketers to assess campaign effectiveness without individual-level tracking.
Danks continued: “As the gaming industry faces increasing privacy restrictions and data availability challenges, MMM has become a future-proof measurement strategy bridging the gaps left because of evolving privacy policies. By adopting a data-driven, approach to MMM, gaming companies can unlock powerful benefits, such as understanding the true drivers of their success and maintaining a competitive edge in such a rapidly changing market while adapting to a privacy-forward world.”
“MMM is forward-looking: By leveraging historical data, MMM models forecast potential outcomes for different scenarios, enabling marketers to simulate budget allocations and craft data-driven decisions. This predictive power is particularly valuable in such a dynamic, fast-paced industry as gaming, where consumer preferences and market conditions are constantly changing. By using MMM, gaming companies can stay ahead of the curve and adapt strategies accordingly,” concluded Danks.
Kochava will be attending Gamescom, in Cologne, from August 22nd – 25th. If you would like to discuss Marketing Mix Modelling and gaming in more detail, please do get in touch and we can set up an interview on your chosen date.
About Kochava
Always-On Incremental Measurement (AIM) by Kochava is the next-generation solution for optimizing your marketing strategies through advanced marketing mix modeling (MMM). AIM leverages sophisticated data science techniques to analyze and predict the impact of various marketing activities on sales performance. By providing actionable insights and precise forecasts, AIM enables advertisers to allocate their budgets more efficiently, maximizing ROI. With AIM, you gain a deeper understanding of which channels drive the most value, allowing for data-driven decisions that enhance campaign effectiveness and drive business growth.
Kochava Inc. is a real-time data solutions company offering leading omnichannel measurement, attribution, and campaign management for data-driven brands and platforms. We empower advertisers and publishers to measure what matters with tools that deliver better insights and actionable data in one operational platform. Kochava unifies all of your data and critical omni-channel solutions into a cohesive system; the foundation for limitless advertiser and publisher tools to help you reach your unique growth goals. With a culture of customer-driven innovation, dedication to data security, and the most powerful tools in the ecosystem, Kochava is trusted by top brands to harness their data for growth. Headquartered in Sandpoint, Idaho, the company has offices globally. For more information visit their web site www.kochava.com. Follow Kochava on social media: Facebook, Twitter, and LinkedIn
Explore AITechPark for the latest advancements in AI, IOT, Cybersecurity, AITech News, and insightful updates from industry experts!
