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SKAN gaps? Understanding offline (CTV & Influencer) paid media value? MMM? Last touch accuracy? Experiments, AB tests, geo-lift studies?
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| MTA, Attribution-based MMPs | Modern agile MMMs or triangulation systems | MetricWorks | |
|---|---|---|---|
| No user-level data, tag management, etc. |  |  |  |
| Daily model updates | |  | |
| Custom-built code (not open-source, e.g., Robyn, Meridian, etc.) | | | |
| Measure all channels (including offline, influencers, OOH, etc.) | | | |
| Natively built for mobile measurement | | | |
| Seamless one-click integration with mobile cost-aggregation and data collection | | | |
| Scientifically-based, proven to uncover true value of your marketing | | | |
| Facilitates incrementality testing | | | |
| Deep mobile growth expertise to guide your learning agenda creation | | | |
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Are Open-Source MMMs for You?
Marketing Mix Modeling (MMM) has become an indispensable tool for marketers looking to measure the impact of their various advertising channels. As privacy regulations shift and third-party cookies disappear, more businesses are turning to MMM as a privacy-friendly way to analyze marketing performance.
One option that’s gained popularity is open-source MMM models. These free to use models can seem like a great solution, especially for companies with tight budgets. However, like anything in business, they come with both benefits and challenges. If you're in mobile marketing or a related industry, it’s important to weigh the pros and cons before deciding if an open-source MMM model is the right choice for you. Here is what we’ve come to expect from open-source models:
Pros of Open-Source MMM Models
Free to Download: Open-source MMM models don’t require a hefty upfront investment, making them attractive for startups and smaller businesses that may not have the budget for proprietary solutions.
Transparency and Customization: Since the code is publicly available, businesses can modify and fine-tune the model to fit their unique marketing needs. This flexibility allows for greater control over how data is analyzed and interpreted.
Privacy Compliance: Unlike methods that rely on tracking individuals, MMM uses aggregated data, making it a privacy-safe solution that aligns with evolving data protection laws.
Cons of Open-Source MMM Models
Hidden Costs: While open-source MMM models may not require an upfront payment, they aren’t truly “free.” They require skilled data scientists to set up and maintain, computing power to process large datasets, and ongoing upkeep to ensure accuracy. Without the right expertise, companies may also end up making misinformed decisions, leading to costly mistakes.
High Technical Barrier: MMM relies on complex statistical models that require a deep understanding of data science. If you don’t have a technical background (or someone on your team who does), implementing and maintaining an open-source MMM model can be overwhelming.
Time-Consuming Implementation: Setting up an MMM model isn’t quick. Data needs to be collected, cleaned, structured, and tested before any insights can be generated. This process can take months. Time that many marketing teams simply don’t have.
Limited Granularity and Real-Time Insights: Open-source MMM models rely on historical data, meaning they can’t provide real-time insights. This lag makes it difficult to adjust campaigns quickly, which is especially problematic in fast-moving industries like mobile apps.
No Built-in Incrementality Measurement: MMM helps measure the effectiveness of marketing channels, but it doesn’t automatically tell you which tactics are truly driving incremental performance. Without proper incrementality measurement, businesses risk misallocating their budgets.
Open-source MMM models can be useful for businesses with in-house data science expertise, but they come with steep learning curves, hidden costs, and limited real-time capabilities. For marketers who want accurate, actionable insights (without the headache of managing an open-source MMM model) MetricWorks offers a next-generation solution that eliminates the complexities while delivering superior results. Here is what we offer:
Seamless Integration and Experienced Guidance: Our solution is designed for seamless integration with your current MMP and compiles your data into one unified hub, and can be set up within 24 hours. No migrations or SDKs needed. You also get expert guidance from our data scientists who will work with you directly to customize the model for what you need, and serve as an extension of your team.
Real-Time, Granular Insights: Unlike traditional MMM models that cohort data on a monthly or quarterly basis, MetricWorks delivers daily-cohorted metrics, allowing you to optimize campaigns in real-time instead of waiting for historical reports.
Built-In Incrementality Measurement: Our platform directly measures incrementality, ensuring that you understand the true impact of each marketing channel rather than just seeing correlations.
Proven Accuracy: By combining the best elements of MMM with incrementality testing, MetricWorks delivers precise, privacy-safe measurement, giving you confidence in your marketing decisions.
Want to see how MetricWorks can transform your marketing strategy?
+ To learn more about our incrementality measurement platform, visit our Product Page.
+ Read Success Stories from mobile leaders that we have worked with!
+ Book a meeting with one of our incrementality experts and Get Demo.
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Measurement explained by Mike Thomas through a Golden State Warriors basketball analogy
TL;DR: Last touch attribution ignores direct causation of factors that contribute to successful conversion. MMM offers a more complete understanding of all contributing touchpoints including ones not attributed by last touch. One easy way to describe this is through an analogy of the Golden State Warriors where we compare basketball to marketing. Effective measurement requires the unification of MMM, experiments and last touch to derive the purest source of truth within your marketing campaigns.
Many performance marketers gravitate towards last touch attribution as a reliable method of measurement. Increased confidence in last touch stems from the security in its output. Last touch provides a definite numeric value that gives marketers a sense of security or comfort in properly allocating budget and ad spend. However, the numeric value of last touch has been proven to be incorrect. Psychologically speaking, one can see why some choose last touch as their measurement method because our human nature seeks reliability in a world where we use constant judgment biases to make key decisions. However, marketers need to realize that last touch is flawed. The output generated by last touch is an assumption that is NOT based on mathematical or scientific reasoning. Last touch fails to correctly credit all channels that led to an effective marketing campaign. It ignores more obscure secondary channels that contribute to successful conversions. It also ignores that a channel can have effects on organics.
Let’s consider a basketball analogy to illustrate the fallacies of last touch. Imagine you are the manager of the Golden State Warriors. There is an upcoming game versus the Sacramento Kings. The starting lineup consists of Steph Curry, Klay Thompson, Andrew Wiggins, Draymond Green and Kevon Looney with a reserve of seven additional bench players.
After an intense game, the Warriors end up beating the Sacramento Kings, 110-107 in a close head-to-head game. Stephen Curry hits the game-winning 3-pointer that seals a solid victory for GSW. After the completion of the game, the stat line for the Warriors starting five appears as follows:
- Steph Curry: 45 points, 4 assists, 4 rebounds, 2 steals, 1 block
- Klay Thompson: 22 points, 4 assists, 11 rebounds, 0 steals, 2 blocks
- Andrew Wiggins: 25 points, 7 assist, 8 rebounds, 3 steals, 0 blocks
- Draymond Green: 5 points, 10 assists, 10 rebounds, 1 steal, 1 block
- Jonathan Kuminga: 0 points, 7 assists, 10 rebounds, 4 steals, 4 blocks
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Only accounting for baskets is an impractical and flawed way of keeping track of performance in basketball. Last touch would only credit the player who scores a basket, ignoring other crucial actions by other players such as assists, rebounds, steals, and blocks. Last touch measurement would only credit Steph Curry (gold trophy with star) for the made basket in the diagram above. Players like Klay Thompson, Andrew Wiggins and Johnathan Kuminga would not receive any credit despite them making valuable contributions that led to the basket. The last touch approach fails to capture all touchpoints (the steal, then the pass, then the drive, then another pass) that led up to Curry shooting the scored basket. The overall impact of each player on the game is simply ignored to arrive at a convenient but over-simplified and flawed conclusion.
In contrast to last touch, MMM (Media Mixed Modeling) would credit the entire team for not only the made basket by Steph Curry but the win over Sacramento. Players like Jonathan Kuminga who didn’t score any baskets but contributed significantly with 7 assists, 10 rebounds, 4 steals, and 4 blocks would receive appropriate credit. MMM is comprehensive in accurately factoring the true contributions and performance of each player, even those who didn’t score points.
Just like basketball, marketing success relies on collective contributions. Marketing effectiveness requires a comprehensive measurement approach that delivers incrementality through a causal learning agenda. This is exactly what MMM is designed to do. MetricWorks has a far superior proprietary version of MMM that is also the only daily cohorted MMM on the market. This means that you can make decisions on a daily basis rather than having to wait for another month or quarter to make a decision. MetricWorks also offers higher accuracy via triangulation that combines the strengths of MMM, experiments and last touch to deliver one trusted source of truth. Change the trajectory of your marketing campaigns today and leave the competition in the dust! It all starts with you scheduling a demo with MetricWorks: https://www.metric.works/demo/
MetricWorks enters into strategic partnership and establishes joint venture with UNICORN to provide unified measurement in Japan
In recent years, as ad technology has evolved and advertising contact points have become more complex, it has become difficult to accurately analyze and understand advertising effectiveness. In particular, when evaluating the results of last-touch measurement using view-through conversions, the accuracy and standards for each medium are ambiguous, there is a lack of consideration for user privacy, and it is difficult to make an integrated evaluation that includes offline advertising. It is believed that there are many issues.
POLARIS, developed by MetricWorks, is a completely new mobile measurement platform that combines last-touch measurement, marketing mix modeling (MMM)*, and verification functions. In addition to not requiring user data such as device IDs, POLARIS enables more accurate performance evaluation than existing evaluation methods, and multiple companies, mainly in Europe and the United States, are currently implementing POLARIS.
“POLARIS” can visualize advertising effectiveness using the same KPI as traditional last-touch measurement in apps, and is also equipped with highly real-time evaluation measurement technology and unique verification functions that increase measurement accuracy, allowing advertising evaluation. While maintaining accuracy, it is possible to perform more essential evaluation analysis, maximizing the effectiveness of marketing and promotions. Additionally, “POLARIS” is the industry’s first platform that can visualize MMM evaluation through daily cohort analysis, facilitating prompt decision-making and operations.
UNICORN has been using POLARIS for some time, but has now entered into a strategic partnership with MetricWorks in order to accelerate efforts to support advertising evaluation in marketing and perform essential advertising evaluation from an advertiser’s perspective. We have established a joint venture company, MetricWorks Japan.
Going forward, we will further strengthen these efforts and contribute to the revitalization of domestic and international promotion and marketing businesses.
UNICORN reduces the time advertisers and advertising agencies spend on “detailed human operations and numerical analysis,” which has traditionally been done, and creates an environment in which they can concentrate on “work that only humans can do.” We will continue to develop services with the mission of further expanding sales of our products and services.
The Adways Group will respond flexibly to market needs, strive to further expand its services, and realize the development of efficient and practical advertising and marketing services in countries around the world.
MetricWorks Japan Co., Ltd. can be reached at: contact@metric-works.jp
*MMM (Marketing Mix Modeling) is a method for quantitatively analyzing the extent to which marketing measures have had an impact.
About UNICORN
Japan’s largest fully automated marketing platform for mobile apps with over 1.5 trillion impressions of monthly purchasable traffic. We predict the value of impressions in real time during RTB transactions with SSPs and automatically bid at the optimal price for each campaign developed on UNICORN. https://uni-corn.net/
About MetricWorks Inc.
Developed the industry’s first and only daily cohort MMM tool “POLARIS”. POLARIS provides mobile marketing and has a track record of increasing clients’ ROAS by an average of 36%. We partner with global companies such as Meta, Google, TikTok, Mobilityware, and Kabam. https://www.metric.works/
About UNICORN Co., Ltd.
Established in 2013 as a wholly owned subsidiary of Adways with the mission of developing new services in the ad tech field. We will develop new services that lead the times with free ideas that are not bound by existing services or stakeholders. https://uni-corn.net/
About Adways Co., Ltd.
Established in 2001. Listed on TSE Mothers in 2006 and on the TSE First Section in 2020. Moved to the TSE Prime Market in 2022. Including agency business that supports comprehensive marketing of apps and web, Japan’s largest affiliate services “JANet” and “Smart-C”, smartphone ad distribution service “AppDriver”, fully automated marketing platform “UNICORN”, etc. Develops ad platform business. In addition, we are involved in a variety of businesses such as planning, developing, and operating apps and content. We are also expanding overseas to countries around the world, mainly in Asia, including Japan. https://www.adways.net/
The full press release in Japanese can be found here: https://www.adways.net/press/adways602.html