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	Podcast:		The Mobile User Acquisition Show
	Episode:
	Category:		Business
	Duration:		00:28:53
	Publish Date:		2021-09-08 14:00:00
	Description:		In one of our previous episodes, we discussed how media mix modelling might not be the best bet post-IDFA. However, some of you have reached out to say that it isnt quite as black and white - and that media mix models could be more widely applicable than what we’d outlined. To throw some more light on this, we have Brian Krebs, founder and CEO of MetricWorks, who has seen first-hand the success of media mix modelling for mobile apps, especially at levels of scale far smaller than that of most CPG brands, in which space these models have traditionally been used. In today’s episode, Brian shares with us some of the ways in which these models are specifically applicable to mobile marketing campaigns - and argues that these measurement tools are not only useful post-IDFA, but also provide advantages over other measurement tools used by mobile marketers. Key highlights:
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