Roy Nam
CEO of Airbridge, a mobile measurement partner (MMP)
Where to hear and read about Roy Nam1 episode or test
Roy Nam is CEO of Airbridge, a mobile measurement partner (MMP), and a voice for marketing mix modeling (MMM) as the answer to attribution lost to iOS 14.5 and ATT. The thing most worth learning from him is to judge every channel by its effect on the whole mix, using aggregated data, rather than giving all credit to the last touch.
if you eat one ice cream you're happy if you had 100 ice creams you're unhappy
What is Marketing Mix Modeling (MMM)
Roy Nam: the story and the lessons
1Why Roy Nam says last touch and ATT broke app measurement
Nam calls last touch a simplistic method that credits one touch point. Last touch gives 100% of the credit to the final touch point on the user journey. It cannot measure incrementality and ignores every other step.
His fix is to spread credit across the touch points that influenced the conversion and look at the whole journey, not one conversion.
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What is Marketing Mix Modeling (MMM)
Marketing mix modeling (MMM) measures how each channel drives installs and revenue using only aggregated data, which makes it a workable replacement for user-level attribution lost to iOS 14.5 and ATT. It explains what inputs the model needs and what it adds over last touch attribution, including offline channels, carryover, saturation and forecasting.
Nam calls last touch a simplistic method that credits one touch point. Last touch gives 100% of the credit to the final touch point on the user journey. It cannot measure incrementality and ignores every other step.
His fix is to spread credit across the touch points that influenced the conversion and look at the whole journey, not one conversion.