Suggestions
Bryce Hamlin
Managing Director of Data Intelligence at Power Digital Marketing
Bryce Hamlin is the Managing Director of Data Intelligence at Power Digital Marketing. He has a strong background in data science, statistics, and measurement, which he actively shares through his LinkedIn posts. Since stepping into his role as Managing Director in October 2023, he has expressed excitement about leveraging data to drive business insights and strategies.3
In addition to his current position, Bryce is known for engaging with the community on various topics related to data analytics and its impact on decision-making processes. His professional journey highlights a commitment to enhancing data-driven methodologies within the marketing sector.12
For further details about his professional background and activities, you can find him on LinkedIn under the username bryce-hamlin-47942065.
Highlights
2024 has been the year of Measurement so far! More brands then ever hungry for solutions beyond attribution.. more discussion on modeling & experimentation.
It's awesome to see. The tectonic plates of marketing are shifting, opening up BIG windows for brands to get ahead of their competition.
Feels nice not having to shout into the wind anymore!
#datascience #statistics #measurement #marketing #advertising
Anyone else getting a bit of whiplash from recent anti-MMM perspectives right after the last few years of MMM boom?
I see more thought leaders & companies poopoo-ing MMM in favor of old or new methods, but it rarely has substance (imo)
It almost seems like people are being contrarian for the sake of a hot take.
The POVs can be boiled down to:
- It's not perfect and has clear limitations
- Companies are over-reliant on it
- It doesn't translate well to day-to-day
- You need other methods to validate + act on findings
Which.. yeah. I mostly agree, but is any of that new?
I spoke to an incrementality solution that was INSISTENT that they are not an MMM - they're the future of marketing measurement beyond MMM. But after digging into their methodology.. they model media mix and in-platform actions. But aren't an MMM?
For me, MMM has ALWAYS been an imperfect-but-helpful solution to modern measurement. It needs validation via experimentation. It needs coefficients to translate MMM results down to daily platform metrics.
Maybe I've been spoiled with our team & clients at Power Digital Marketing, but this has been our mode of operation for years.
Curious if anyone else is noticing this?
I'd also love to hear from the other camp! If you disagree please drop your POV and let's have a chat👇
