What's been happening at Sellforte this week? 👇
🚀 Launched our point-of-view on model calibration.
Calibrating Marketing Mix Models with incrementality tests with the objective of improving quality of MMM results has started to gain traction with some parts of the MMM industry already, but we've already taken the calibration concept even further: We have expanded calibration data to also include attribution data from ad platforms, Google Analytics 4 and multi-touch attribution. Calibrating MMMs with attribution data is tricky though, because you can't use attribution data directly without intelligent pre-processing. This week we launched a blog post where we started opening our view on the topic.
☀️ Impact of weather to sales in fashion retail.
Contrary to most marketing measurement companies, we have a strong industry focus (retail and eCom), because that allows us to understand customers' problems more deeply and deliver a better service to them. As an example, this week we've been further improving our product on modeling the impact of weather to sales in fashion retail, so that it's easier to take the feature into use for new fashion retailers and eComs.
🏓 Annual Sellforte Padel tournament.
Wow, this was so much fun again 😀 Congrats Chris and Kacper for taking the trophy home! Padel is a great game, because it's so easy to get into for beginners, like me.