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Media Mix Modeling (MMM) has become a key tool for evaluating the effectiveness of marketing investments, especially as the industry shifts towards privacy-focused solutions. TikTok is expanding its MMM capabilities, providing advertisers with deeper and more accurate analytical data to improve campaign performance.
Key Updates
- New API in Open Beta. Brands and agencies can now automate access to TikTok data, significantly simplifying its integration into MMM systems.
- Access to Earned Data. Advertisers can incorporate organic metrics from Branded Mission and Branded Effect alongside traditional paid metrics.
Why is Media Mix Modeling Important for TikTok?
TikTok’s uniqueness lies in the nonlinear nature of user journeys. Traditional last-click attribution models often underestimate TikTok’s role in conversions. For example, a recent analysis showed that TikTok’s actual return on investment (ROI) is 23 times higher than what last-click models indicate. Additionally, the platform is 2.5 times more efficient than online video and 20% more effective than social media in driving retail sales.
Practical Case Studies
- Volkswagen. An MMM study revealed TikTok’s high efficiency, prompting the brand to reallocate its budget from less productive channels.
- Boots. Aligning TikTok campaigns with TV advertising resulted in a 1.4x increase in ROI.
Benefits of TikTok’s API for MMM
The new API enables automated data downloads, ensuring accuracy and timeliness. Measurement partners such as Nielsen have already integrated this API into their data collection processes.
How Brands and Agencies Can Leverage TikTok’s Updates
- Utilize both paid and organic data through the new API.
- Analyze the limitations of last-click attribution with Attribution Analytics.
- Assess TikTok’s role in conversions using the “Assisted Conversions” feature.
The Future of Advertising Measurement
TikTok aims to shift the conversation from “Does TikTok work?” to “How can TikTok best fit into my marketing strategy?”. By strengthening partnerships and introducing new analytical tools, brands will gain more precise insights into their campaign performance and optimize budgets accordingly.
Enhanced Media Mix Modeling capabilities open new opportunities for marketers, allowing them to obtain more accurate data and make informed decisions in their advertising strategies.
This article available in Ukrainian.
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