For something that has been evolving for several decades, marketing mix modeling is still very much a journey in progress. To Spark Foundry\u2019s Lisa Giacosa, the final destination should represent a hybrid of short- and long-term ROI, brand equity and de-duplicated reach and frequency metrics.<\/p>\n
Overall, Giacosa says in this interview with Beet.TV at the CIMM<\/a> Cross-Platform Video Measurement and Data Summit, \u201cI think we are still solving problems that we probably should have already cracked. But as an industry there are challenges with getting all of that data to live in the same space, with walled gardens over here and set-top box data being over there.\u201d<\/p>\n Giacosa, who is EVP, Global Managing Director, Head, Data, Technology, Analytics & Insights, acknowledges the need to build scale and reach across platforms that are still somewhat siloed. \u201cWe\u2019re getting some of the data signals, but it will be so much more powerful when we bring all of those together,\u201d she says.<\/p>\n Having participated in the CIMM session titled TV Attribution Takes Center Stage, Giacosa<\/a> thinks \u201cthere\u2019s no doubt that TV drives other media as well. Certainly in the models that we do at Spark Foundry,\u201d which include POEM\u2014Paid, Owned and Earned Media mix models.<\/p>\n \u201cWhat that does is it looks at not only the TV attribution and the direct plays but also the indirect plays it has on other media,\u201d she explains. \u201cWhen something happens in TV, what was the impact on paid social, search, in-store or website?\u201d Bringing those elements together helps to avoid marking \u201cdark decisions on what to reinvest in or take out of the mix.\u201d<\/p>\n