Martech
OCTOBER 31, 2024
Within any brand’s marketing mix, you’ll likely find a focus on ranking in Google. Organic search remains a key touchpoint in many customer journeys. Google’s commanding market share of mobile (82%) and desktop search (95%), speaks to its influence. However, the digital landscape and consumer behavior are evolving.
Search Engine Land
AUGUST 29, 2024
Get the newsletter search marketers rely on. Consider factors like channel maturity, potential ROI and customer and market trends. Use statistical techniques such as Linear Regression to generate a market mix model that optimizes the budget allocation across channels to meet your business goal. Processing.
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Martech
APRIL 17, 2025
And I’m not alone 40% of CMOs say improving ROI and proving attribution across the marketing mix is a top priority, according to the CMO Council’s “CMO Intentions 2024” report. Attribution. Oh, attribution. Even typing the word makes me squirm. Maybe the anxiety isn’t so dramatic after all.
Martech
JUNE 10, 2025
Also known as generative engine optimization or GEO, AI optimization strategies rapidly emerged along with AI search. In the marketing mix, generative engine optimization is at the intersection of SEO, content strategy, customer experience and data science disciplines.
Sachs Marketing Group
JULY 18, 2025
For advertisers, this means fewer opportunities to capture leads or sales through traditional search marketing. Multi-touch attribution, marketing mix modeling, and incrementality testing all become essential tools for understanding true impact. Third, content strategies need to adapt to AI search behavior.
Search Engine Land
MARCH 27, 2024
Meridian , Google’s new open-source Marketing Mix Model (MMM), has entered the rapidly evolving market for advanced marketing analytics and forecasting tools. In navigating a complex market, the precision and insights marketing mix models provide are essential for strategic planning.
Search Engine Land
DECEMBER 9, 2022
A recent Wall Street Journal article reported that Airbnb’s “strategy of slashing advertising spending, investing in brand marketing and lessening its reliance on search-engine marketing is continuing to pay off.”. In 2019, Airbnb started to move budget away from search marketing in favor of broader marketing initiatives.
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