Measuring the impact of marketing efforts is a crucial aspect of a brand's success. In this document titled "How today's top consumer brands measure marketing's impact," it delves into the strategies employed by over 40 leading brands, including McDonald's, H&M, TikTok, Amazon, Airbnb, and Uber. The content explores the in-depth and practical explanation of attribution and incrementality provided by Michael Kaminsky and Mike Taylor, two experts in the field. They discuss the challenges faced in measuring marketing impact and offer insights based on primary research into the measurement methods of top brands.
The document highlights the three main methods employed by brands to measure marketing effectiveness: digital tracking/multi-touch attribution (MTA), marketing mix modeling (MMM), and testing/conversion lift studies (CLS). It emphasizes the value of combining these techniques to achieve more accurate measurement and evaluation of marketing efforts. The case studies of various brands illustrate their unique approaches and the benefits they have derived from utilizing these methods.
Overall, this document provides valuable information and guidance for brands looking to enhance their understanding of marketing measurement and improve their decision-making processes. By leveraging the insights shared by top consumer brands, marketers can implement effective strategies to measure their marketing impact and drive growth.
Interview with Kevin Systrom, Instagram
Instagram Co-Founder and CEO, Kevin Systrom, discusses the success and growth of Instagram in an interview with Emily Chang on Bloomberg's "Studio 1.0". Systrom talks about his background in technology and photography, as well as the decision to sell Instagram to Facebook for $1 billion. He explains how working with Facebook has helped Instagram grow and improve, and discusses the future of virtual reality, artificial intelligence, and e-commerce on the platform. Systrom also addresses the challenges of dealing with harassment on social media and the recent redesign of Instagram's logo.
The New Identity of Airbnb
Airbnb has unveiled its new logo and brand identity at an exclusive event for top hosts and guests. The new logo is described as a "multi-state moving identity" that is "adaptive to environments." The rebrand also includes a redesigned mobile app and website.
The new logo represents a departure from Airbnb's previous tech-centric image and reflects the company's focus on consumer branding. While the aesthetic has changed, the overall layout of the app and website remains largely the same.
In addition to the logo, Airbnb has introduced a custom typeface called "Air" as part of the rebrand. The new mobile app and website are set to be launched later today on both iOS and Android.
This rebrand comes at a time when Airbnb is facing legislative challenges and was recently fined $40,000 for illegal rentals in Barcelona. Despite these challenges, Airbnb raised a $500 million investment round in May.