Author: Sam Bradley

As they struggle to estimate the impact of their paid social and creator marketing activity, more marketers are turning away from deterministic measures of media success, and towards hybrid approaches and mixed media modelling (MMM) AI software.

It’s a sea-change for marketers used to depending on last-touch attribution metrics that come directly from social platforms.

Practitioners in the paid social and influencer marketing space have long been skeptical regarding the use of last-touch attribution models because they risk unduly crediting lower-funnel marketing channels with sales. 

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Jesse Math, vp of strategic partnerships, Keen Decision Systems

The marketing calendar itself is simple. Brands need to invest in the typical tentpole events like Prime Day, back-to-school and the holidays. They also have their own key sales periods, like the beginning of the winter season for a company that makes jackets or for a CPG brand heavily tied to Thanksgiving. While marketers know they need to plan around these events, it’s harder for them to determine how much to spend during the peak of the event itself versus the weeks leading up to it.

Relying on a gut feeling when it comes to identifying the right investment can lead to over-investment in some weeks and gaps in others. Inconsistent pacing leads to blind spots in what drives impact while also burning budget.

Using a data-backed approach can take the guesswork out of flighting ad campaigns — an advertising scheduling strategy that alternates periods of high-intensity ad activity (or flights) with periods of no activity — as it helps determine what is actually driving impact. In fact, industry leaders have found that finding the right so-called flighting mix can result in better ROI, with returns on some channels leading to an increase of up to 81%.

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