Kiana Nemoto, General Manager, Salestube U.S.

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When MMM Becomes a Commodity, Where Do You Find the Edge?

By Kiana Nemoto, General Manager, Salestube U.S. 2 days ago

Marketing mix modeling is becoming accessible for more marketers, but where do its real advantages lie?

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isVideo ) { #> <span class="setting"> <input type="checkbox" id="playlist-settings-show-artist" data-setting="artists" <# if ( emptyModel ) { #> checked="checked" <# } #> /> <label for="playlist-settings-show-artist" class="checkbox-label-inline"> Show Artist Name in Tracklist <# } #> <span class="setting"> <input type="checkbox" id="playlist-settings-show-images" data-setting="images" <# if ( emptyModel ) { #> checked="checked" <# } #> /> <label for="playlist-settings-show-images" class="checkbox-label-inline"> Show Images </script> <script type="text/html" id="tmpl-embed-link-settings"> <span class="setting link-text"> <label for="embed-link-settings-link-text" class="name">Link Text <input type="text" id="embed-link-settings-link-text" class="alignment" data-setting="linkText" /> <div class="embed-container" style="display: none;"> <div class="embed-preview"> </script> <script type="text/html" id="tmpl-embed-image-settings"> <div class="wp-clearfix"> <div class="thumbnail"> <img src="{{ data.model.url }}" draggable="false" alt="" /> <span class="setting alt-text has-description"> <label for="embed-image-settings-alt-text" class="name">Alternative Text <textarea id="embed-image-settings-alt-text" data-setting="alt" aria-describedby="alt-text-description"> <p class="description" id="alt-text-description"><a href="https://www.w3.org/WAI/tutorials/images/decision-tree/" target="_blank">Learn how to describe the purpose of the image<span class="screen-reader-text"> (opens in a new tab). Leave empty if the image is purely decorative. <span class="setting caption"> <label for="embed-image-settings-caption" class="name">Caption <textarea id="embed-image-settings-caption" data-setting="caption"> <fieldset class="setting-group"> <legend class="name">Align <span class="setting align"> <span class="button-group button-large" data-setting="align"> <button class="button" value="left"> Left <button class="button" value="center"> Center <button class="button" value="right"> Right <button class="button active" value="none"> None <fieldset class="setting-group"> <legend class="name">Link To <span class="setting link-to"> <span class="button-group button-large" data-setting="link"> <button class="button" value="file"> Image URL <button class="button" value="custom"> Custom URL <button class="button active" value="none"> None <span class="setting"> <label for="embed-image-settings-link-to-custom" class="name">URL <input type="text" id="embed-image-settings-link-to-custom" class="link-to-custom" data-setting="linkUrl" /> </script> <script type="text/html" id="tmpl-image-details"> <div class="media-embed"> <div class="embed-media-settings"> <div class="column-settings"> <span class="setting alt-text has-description"> <label for="image-details-alt-text" class="name">Alternative Text <textarea id="image-details-alt-text" data-setting="alt" aria-describedby="alt-text-description">{{ data.model.alt }} <p class="description" id="alt-text-description"><a href="https://www.w3.org/WAI/tutorials/images/decision-tree/" target="_blank">Learn how to describe the purpose of the image<span class="screen-reader-text"> (opens in a new tab). Leave empty if the image is purely decorative. <span class="setting caption"> <label for="image-details-caption" class="name">Caption <textarea id="image-details-caption" data-setting="caption">{{ data.model.caption }} <h2>Display Settings <fieldset class="setting-group"> <legend class="legend-inline">Align <span class="setting align"> <span class="button-group button-large" data-setting="align"> <button class="button" value="left"> Left <button class="button" value="center"> Center <button class="button" value="right"> Right <button class="button active" value="none"> None <# if ( data.attachment ) { #> <# if ( 'undefined' !== typeof data.attachment.sizes ) { #> <span class="setting size"> <label for="image-details-size" class="name">Size <select id="image-details-size" class="size" name="size" data-setting="size" <# if ( data.userSettings ) { #> data-user-setting="imgsize" <# } #>> <# var size = data.sizes['thumbnail']; if ( size ) { #> <option value="thumbnail"> Thumbnail – {{ size.width }} × {{ size.height }} <# } #> <# var size = data.sizes['medium']; if ( size ) { #> <option value="medium"> Medium – {{ size.width }} × {{ size.height }} <# } #> <# var size = data.sizes['large']; if ( size ) { #> <option value="large"> Large – {{ size.width }} × {{ size.height }} <# } #> <# var size = data.sizes['full']; if ( size ) { #> <option value="full"> Full Size – {{ size.width }} × {{ size.height }} <# } #> <# var size = data.sizes['aw-inset']; if ( size ) { #> <option value="aw-inset"> Inset (320 x Original Ratio ) – {{ size.width }} × {{ size.height }} <# } #> <# var size = data.sizes['aw-text']; if ( size ) { #> <option value="aw-text"> Text (640 x 360) – {{ size.width }} × {{ size.height }} <# } #> <# var size = data.sizes['aw-text-sq']; if ( size ) { #> <option value="aw-text-sq"> Text Square (640 x 640) – {{ size.width }} × {{ size.height }} <# } #> <# var size = data.sizes['aw-content']; if ( size ) { #> <option value="aw-content"> Content (840 x 460) – {{ size.width }} × {{ size.height }} <# } #> <# var size = data.sizes['aw-page']; if ( size ) { #> <option value="aw-page"> Page (1320 x 660) – {{ size.width }} × {{ size.height }} <# } #> <# var size = data.sizes['aw-full']; if ( size ) { #> <option value="aw-full"> Full (1600 x 680) – {{ size.width }} × {{ size.height }} <# } #> <# var size = data.sizes['aw-magazine']; if ( size ) { #> <option value="aw-magazine"> Magazine (640 x 853) – {{ size.width }} × {{ size.height }} <# } #> <# var size = data.sizes['aw-hero-width']; if ( size ) { #> <option value="aw-hero-width"> Hero-Width (1240 max width) – {{ size.width }} × {{ size.height }} <# } #> <option value="custom"> Custom Size <# } #> <div class="custom-size wp-clearfix<# if ( data.model.size !== 'custom' ) { #> hidden<# } #>"> <span class="custom-size-setting"> <label for="image-details-size-width">Width <input type="number" id="image-details-size-width" aria-describedby="image-size-desc" data-setting="customWidth" step="1" value="{{ data.model.customWidth }}" /> <span class="sep" aria-hidden="true">× <span class="custom-size-setting"> <label for="image-details-size-height">Height <input type="number" id="image-details-size-height" aria-describedby="image-size-desc" data-setting="customHeight" step="1" value="{{ data.model.customHeight }}" /> <p id="image-size-desc" class="description">Image size in pixels <# } #> <span class="setting link-to"> <label for="image-details-link-to" class="name">Link To <select id="image-details-link-to" data-setting="link"> <# if ( data.attachment ) { #> <option value="file"> Media File <option value="post"> Attachment Page <# } else { #> <option value="file"> Image URL <# } #> <option value="custom"> Custom URL <option value="none"> None <span class="setting"> <label for="image-details-link-to-custom" class="name">URL <input type="text" id="image-details-link-to-custom" class="link-to-custom" data-setting="linkUrl" /> <div class="advanced-section"> <h2><button type="button" class="button-link advanced-toggle">Advanced Options <div class="advanced-settings hidden"> <div class="advanced-image"> <span class="setting title-text"> <label for="image-details-title-attribute" class="name">Image Title Attribute <input type="text" id="image-details-title-attribute" data-setting="title" value="{{ data.model.title }}" /> <span class="setting extra-classes"> <label for="image-details-css-class" class="name">Image CSS Class <input type="text" id="image-details-css-class" data-setting="extraClasses" value="{{ data.model.extraClasses }}" /> <div class="advanced-link"> <span class="setting link-target"> <input type="checkbox" id="image-details-link-target" data-setting="linkTargetBlank" value="_blank" <# if ( data.model.linkTargetBlank ) { #>checked="checked"<# } #>> <label for="image-details-link-target" class="checkbox-label">Open link in a new tab <span class="setting link-rel"> <label for="image-details-link-rel" class="name">Link Rel <input type="text" id="image-details-link-rel" data-setting="linkRel" value="{{ data.model.linkRel }}" /> <span class="setting link-class-name"> <label for="image-details-link-css-class" class="name">Link CSS Class <input type="text" id="image-details-link-css-class" data-setting="linkClassName" value="{{ data.model.linkClassName }}" /> <div class="column-image"> <div class="image"> <img src="{{ data.model.url }}" draggable="false" alt="" /> <# if ( data.attachment && window.imageEdit ) { #> <div class="actions"> <input type="button" class="edit-attachment button" value="Edit Original" /> <input type="button" class="replace-attachment button" value="Replace" /> <# } #> </script> <script type="text/html" id="tmpl-image-editor"> <div id="media-head-{{ data.id }}"> <div id="image-editor-{{ data.id }}"> </script> <script type="text/html" id="tmpl-audio-details"> <# var ext, html5types = { mp3: wp.media.view.settings.embedMimes.mp3, ogg: wp.media.view.settings.embedMimes.ogg }; #> <div class="media-embed media-embed-details"> <div class="embed-media-settings embed-audio-settings"> <audio style="visibility: hidden" controls class="wp-audio-shortcode" width="{{ _.isUndefined( data.model.width ) ? 400 : data.model.width }}" preload="{{ _.isUndefined( data.model.preload ) ? 'none' : data.model.preload }}" <# if ( ! _.isUndefined( data.model.autoplay ) && data.model.autoplay ) { #> autoplay<# } if ( ! _.isUndefined( data.model.loop ) && data.model.loop ) { #> loop<# } #> > <# if ( ! _.isEmpty( data.model.src ) ) { #> <source src="{{ data.model.src }}" type="{{ wp.media.view.settings.embedMimes[ data.model.src.split('.').pop() ] }}" /> <# } #> <# if ( ! _.isEmpty( data.model.mp3 ) ) { #> <source src="{{ data.model.mp3 }}" type="{{ wp.media.view.settings.embedMimes[ 'mp3' ] }}" /> <# } #> <# if ( ! _.isEmpty( data.model.ogg ) ) { #> <source src="{{ data.model.ogg }}" type="{{ wp.media.view.settings.embedMimes[ 'ogg' ] }}" /> <# } #> <# if ( ! _.isEmpty( data.model.flac ) ) { #> <source src="{{ data.model.flac }}" type="{{ wp.media.view.settings.embedMimes[ 'flac' ] }}" /> <# } #> <# if ( ! _.isEmpty( data.model.m4a ) ) { #> <source src="{{ data.model.m4a }}" type="{{ wp.media.view.settings.embedMimes[ 'm4a' ] }}" /> <# } #> <# if ( ! _.isEmpty( data.model.wav ) ) { #> <source src="{{ data.model.wav }}" type="{{ wp.media.view.settings.embedMimes[ 'wav' ] }}" /> <# } #> <# if ( ! _.isEmpty( data.model.src ) ) { ext = data.model.src.split('.').pop(); if ( html5types[ ext ] ) { delete html5types[ ext ]; } #> <span class="setting"> <label for="audio-details-source" class="name">URL <input type="text" id="audio-details-source" readonly data-setting="src" value="{{ data.model.src }}" /> <button type="button" class="button-link remove-setting">Remove audio source <# } #> <# if ( ! _.isEmpty( data.model.mp3 ) ) { if ( ! _.isUndefined( html5types.mp3 ) ) { delete html5types.mp3; } #> <span class="setting"> <label for="audio-details-mp3-source" class="name">MP3 <input type="text" id="audio-details-mp3-source" readonly data-setting="mp3" value="{{ data.model.mp3 }}" /> <button type="button" class="button-link remove-setting">Remove audio source <# } #> <# if ( ! _.isEmpty( data.model.ogg ) ) { if ( ! _.isUndefined( html5types.ogg ) ) { delete html5types.ogg; } #> <span class="setting"> <label for="audio-details-ogg-source" class="name">OGG <input type="text" id="audio-details-ogg-source" readonly data-setting="ogg" value="{{ data.model.ogg }}" /> <button type="button" class="button-link remove-setting">Remove audio source <# } #> <# if ( ! _.isEmpty( data.model.flac ) ) { if ( ! _.isUndefined( html5types.flac ) ) { delete html5types.flac; } #> <span class="setting"> <label for="audio-details-flac-source" class="name">FLAC <input type="text" id="audio-details-flac-source" readonly data-setting="flac" value="{{ data.model.flac }}" /> <button type="button" class="button-link remove-setting">Remove audio source <# } #> <# if ( ! _.isEmpty( data.model.m4a ) ) { if ( ! _.isUndefined( html5types.m4a ) ) { delete html5types.m4a; } #> <span class="setting"> <label for="audio-details-m4a-source" class="name">M4A <input type="text" id="audio-details-m4a-source" readonly data-setting="m4a" value="{{ data.model.m4a }}" /> <button type="button" class="button-link remove-setting">Remove audio source <# } #> <# if ( ! _.isEmpty( data.model.wav ) ) { if ( ! _.isUndefined( html5types.wav ) ) { delete html5types.wav; } #> <span class="setting"> <label for="audio-details-wav-source" class="name">WAV <input type="text" id="audio-details-wav-source" readonly data-setting="wav" value="{{ data.model.wav }}" /> <button type="button" class="button-link remove-setting">Remove audio source <# } #> <# if ( ! _.isEmpty( html5types ) ) { #> <fieldset class="setting-group"> <legend class="name">Add alternate sources for maximum HTML5 playback <span class="setting"> <span class="button-large"> <# _.each( html5types, function (mime, type) { #> <button class="button add-media-source" data-mime="{{ mime }}">{{ type }} <# } ) #> <# } #> <fieldset class="setting-group"> <legend class="name">Preload <span class="setting preload"> <span class="button-group button-large" data-setting="preload"> <button class="button" value="auto">Auto <button class="button" value="metadata">Metadata <button class="button active" value="none">None <span class="setting-group"> <span class="setting checkbox-setting autoplay"> <input type="checkbox" id="audio-details-autoplay" data-setting="autoplay" /> <label for="audio-details-autoplay" class="checkbox-label">Autoplay <span class="setting checkbox-setting"> <input type="checkbox" id="audio-details-loop" data-setting="loop" /> <label for="audio-details-loop" class="checkbox-label">Loop </script> <script type="text/html" id="tmpl-video-details"> <# var ext, html5types = { mp4: wp.media.view.settings.embedMimes.mp4, ogv: wp.media.view.settings.embedMimes.ogv, webm: wp.media.view.settings.embedMimes.webm }; #> <div class="media-embed media-embed-details"> <div class="embed-media-settings embed-video-settings"> <div class="wp-video-holder"> <# var w = ! data.model.width || data.model.width > 640 ? 640 : data.model.width, h = ! data.model.height ? 360 : data.model.height; if ( data.model.width && w !== data.model.width ) { h = Math.ceil( ( h * w ) / data.model.width ); } #> <# var w_rule = '', classes = [], w, h, settings = wp.media.view.settings, isYouTube = isVimeo = false; if ( ! _.isEmpty( data.model.src ) ) { isYouTube = data.model.src.match(/youtube|youtu\.be/); isVimeo = -1 !== data.model.src.indexOf('vimeo'); } if ( settings.contentWidth && data.model.width >= settings.contentWidth ) { w = settings.contentWidth; } else { w = data.model.width; } if ( w !== data.model.width ) { h = Math.ceil( ( data.model.height * w ) / data.model.width ); } else { h = data.model.height; } if ( w ) { w_rule = 'width: ' + w + 'px; '; } if ( isYouTube ) { classes.push( 'youtube-video' ); } if ( isVimeo ) { classes.push( 'vimeo-video' ); } #> <div style="{{ w_rule }}" class="wp-video"> <video controls class="wp-video-shortcode {{ classes.join( ' ' ) }}" <# if ( w ) { #>width="{{ w }}"<# } #> <# if ( h ) { #>height="{{ h }}"<# } #> <# if ( ! _.isUndefined( data.model.poster ) && data.model.poster ) { #> poster="{{ data.model.poster }}"<# } #> preload ="{{ _.isUndefined( data.model.preload ) ? 'metadata' : data.model.preload }}" <# if ( ! _.isUndefined( data.model.autoplay ) && data.model.autoplay ) { #> autoplay<# } if ( ! _.isUndefined( data.model.loop ) && data.model.loop ) { #> loop<# } #> > <# if ( ! _.isEmpty( data.model.src ) ) { if ( isYouTube ) { #> <source src="{{ data.model.src }}" type="video/youtube" /> <# } else if ( isVimeo ) { #> <source src="{{ data.model.src }}" type="video/vimeo" /> <# } else { #> <source src="{{ data.model.src }}" type="{{ settings.embedMimes[ data.model.src.split('.').pop() ] }}" /> <# } } #> <# if ( data.model.mp4 ) { #> <source src="{{ data.model.mp4 }}" type="{{ settings.embedMimes[ 'mp4' ] }}" /> <# } #> <# if ( data.model.m4v ) { #> <source src="{{ data.model.m4v }}" type="{{ settings.embedMimes[ 'm4v' ] }}" /> <# } #> <# if ( data.model.webm ) { #> <source src="{{ data.model.webm }}" type="{{ settings.embedMimes[ 'webm' ] }}" /> <# } #> <# if ( data.model.ogv ) { #> <source src="{{ data.model.ogv }}" type="{{ settings.embedMimes[ 'ogv' ] }}" /> <# } #> <# if ( data.model.flv ) { #> <source src="{{ data.model.flv }}" type="{{ settings.embedMimes[ 'flv' ] }}" /> <# } #> {{{ data.model.content }}} <# if ( ! _.isEmpty( data.model.src ) ) { ext = data.model.src.split('.').pop(); if ( html5types[ ext ] ) { delete html5types[ ext ]; } #> <span class="setting"> <label for="video-details-source" class="name">URL <input type="text" id="video-details-source" readonly data-setting="src" value="{{ data.model.src }}" /> <button type="button" class="button-link remove-setting">Remove video source <# } #> <# if ( ! _.isEmpty( data.model.mp4 ) ) { if ( ! _.isUndefined( html5types.mp4 ) ) { delete html5types.mp4; } #> <span class="setting"> <label for="video-details-mp4-source" class="name">MP4 <input type="text" id="video-details-mp4-source" readonly data-setting="mp4" value="{{ data.model.mp4 }}" /> <button type="button" class="button-link remove-setting">Remove video source <# } #> <# if ( ! _.isEmpty( data.model.m4v ) ) { if ( ! _.isUndefined( html5types.m4v ) ) { delete html5types.m4v; } #> <span class="setting"> <label for="video-details-m4v-source" class="name">M4V <input type="text" id="video-details-m4v-source" readonly data-setting="m4v" value="{{ data.model.m4v }}" /> <button type="button" class="button-link remove-setting">Remove video source <# } #> <# if ( ! _.isEmpty( data.model.webm ) ) { if ( ! _.isUndefined( html5types.webm ) ) { delete html5types.webm; } #> <span class="setting"> <label for="video-details-webm-source" class="name">WEBM <input type="text" id="video-details-webm-source" readonly data-setting="webm" value="{{ data.model.webm }}" /> <button type="button" class="button-link remove-setting">Remove video source <# } #> <# if ( ! _.isEmpty( data.model.ogv ) ) { if ( ! _.isUndefined( html5types.ogv ) ) { delete html5types.ogv; } #> <span class="setting"> <label for="video-details-ogv-source" class="name">OGV <input type="text" id="video-details-ogv-source" readonly data-setting="ogv" value="{{ data.model.ogv }}" /> <button type="button" class="button-link remove-setting">Remove video source <# } #> <# if ( ! _.isEmpty( data.model.flv ) ) { if ( ! _.isUndefined( html5types.flv ) ) { delete html5types.flv; } #> <span class="setting"> <label for="video-details-flv-source" class="name">FLV <input type="text" id="video-details-flv-source" readonly data-setting="flv" value="{{ data.model.flv }}" /> <button type="button" class="button-link remove-setting">Remove video source <# } #> <# if ( ! _.isEmpty( html5types ) ) { #> <fieldset class="setting-group"> <legend class="name">Add alternate sources for maximum HTML5 playback <span class="setting"> <span class="button-large"> <# _.each( html5types, function (mime, type) { #> <button class="button add-media-source" data-mime="{{ mime }}">{{ type }} <# } ) #> <# } #> <# if ( ! _.isEmpty( data.model.poster ) ) { #> <span class="setting"> <label for="video-details-poster-image" class="name">Poster Image <input type="text" id="video-details-poster-image" readonly data-setting="poster" value="{{ data.model.poster }}" /> <button type="button" class="button-link remove-setting">Remove poster image <# } #> <fieldset class="setting-group"> <legend class="name">Preload <span class="setting preload"> <span class="button-group button-large" data-setting="preload"> <button class="button" value="auto">Auto <button class="button" value="metadata">Metadata <button class="button active" value="none">None <span class="setting-group"> <span class="setting checkbox-setting autoplay"> <input type="checkbox" id="video-details-autoplay" data-setting="autoplay" /> <label for="video-details-autoplay" class="checkbox-label">Autoplay <span class="setting checkbox-setting"> <input type="checkbox" id="video-details-loop" data-setting="loop" /> <label for="video-details-loop" class="checkbox-label">Loop <span class="setting" data-setting="content"> <# var content = ''; if ( ! 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