MMM is dead, so what next?I bet you haven’t seen any posts about MMM in a while.

That’s for two reasons:

1. The marketing bandwagon has moved on to pastures new. It’s now all “AI this” rather than “MMM that”.
2. MMM has been mis-sold to the vast majority of people, and people are disillusioned.

So I lie - MMM isn’t quite dead. But, it’s only relevant to about 0.5% of companies, and 5% of marketers

For everyone else, it’s completely useless. It only works for companies that have both:

a) VAST quantities of conversion data to build a model from

b) The expertise and patience to build that model in a way that makes it actually work.

But, for 95% of you, what do you replace MMM with? What are some actual next steps for you, rather than generic nonsense?

Well this is what this episode is about

Should we trust Google? This is a worn out question, and Google have proven time and time again that we should not. At the end of the day, they will always have a duty to be out for themselves. Instead, the more important question is how should we be working together with Google, and what can we use to thrive.

Anu is amazing, and check out https://ppc.live/ if you're in the UK, and follow the #ppcchat hashtag on twitter. You can also find her work at https://searchengineland.com/

There are good ways of running competitor conquesting campaigns on Google. But, there are also some very very bad ones. I ran through how to make these campaigns effective