Key benefits of measuring TikTok campaigns with Kochava MMM
Marketers have long sought comprehensive solutions to untangle the complexities of today’s fragmented media ecosystem. With consumer journeys spanning a multitude of platforms and the advertising landscape shifting rapidly toward privacy-first solutions, accurate measurement has never been more critical. TikTok has responded to these trends by enriching its TikTok Marketing Partners (TMP) Program with a brand-new focus area: Media Mix Modeling (MMM).
Per TikTok’s announcement, the new addition can be found under the Cross-Channel specialty of the Measurement category within TikTok’s TMP directory.
The unveiling of this new focus area highlights the growing momentum with which advertisers and publishers are adopting media mix modeling, also referred to as marketing mix modeling.
Interested in exploring AIM by Kochava, a next-generation MMM platform?
”Clients increasingly look to understand TikTok’s broader role in their effective marketing mix. The user journey isn’t linear, and media mix models provide a more holistic view of revenue-driving insights. By working with one of our vetted marketing partners, advertisers can better understand TikTok’s media effectiveness in relation to their media mix and leverage those insights toward stronger business results.
Jorge RuizGlobal Head of Marketing Science, TikTok
The Power of Measuring TikTok With Kochava MMM
TikTok is a unique video platform with distinctive user engagement and content viewing experiences compared to other platforms. When users view ads on TikTok, it’s not always a straightforward click-and-convert conversion path. Frequently, TikTok ads serve as the launchpad for further customer exploration across other platforms and channels. This reality mandates a holistic measurement approach involving the right partners. Only then can marketers see the true ROI and incremental impact of their TikTok spend—and make smarter investment decisions.
”Our models show that TikTok is consistently underestimated when marketers rely solely on last-touch attribution to measure their campaigns. App marketers are incorporating agile MMM to quantify the true impact of TikTok in driving sales and ROI across the full marketing funnel. This partnership enables us to tap into TikTok’s robust MMM APIs to further enhance the models we train for our clients.
Gary DanksGM, AIM (Always-On Incremental Measurement) by Kochava
As a partner in the MMM focus area, Kochava is fully plugged into TikTok’s new MMM integration—enabling advertisers to include both paid and earned TikTok data in their media mix models. The integration is powered by TikTok’s new API, allowing automated scheduling of data downloads for always-on, up-to-date insights. This eliminates error-prone manual processes, accelerates reporting, and sustains a steady stream of measurement for ongoing model training and campaign optimization with MMM platforms like AIM (Always-On Incremental Measurement) by Kochava.
The Power of Always-On: Traditional MMM vs. Agile MMM
MMM has long been a reliable way to measure the holistic impact of marketing investments and optimize budget allocation in a fragmented media environment. As the advertising industry continues to move away from cookies and device IDs toward privacy-first solutions, MMM has reemerged. Whereas traditional MMM produced biannual or quarterly outputs at best, technological advancements and the onset of AI have birthed a new form of agile MMM capable of providing near real-time insights and always-on incremental measurement. As an agile MMM platform, AIM by Kochava produces daily and weekly outputs that model incremental impact across diverse marketing touchpoints (both online and offline), delivering actionable insights on the investments driving growth that wouldn’t happen otherwise.
Whereas traditional or in-house approaches to adopting MMM can take months to get up and running, AIM by Kochava is a software as a service (SaaS) MMM platform with SDK-less onboarding that doesn’t disrupt existing workflows or require internal data science expertise. Kochava data scientists work with an organization to onboard aggregated historical data (1–2 years) and fast-track initial model development and training. The result can be a fully functioning MMM model with insights ready to deploy in 90 days or less.
To learn more about proof-of-concept MMM trials with Kochava, request a meeting.
MMM empowers app marketers to
- Quantify how TikTok campaigns, both paid and earned, contribute across the funnel to installs, engagement, and revenue
- Analyze overall media effectiveness, revealing the real interplay between TikTok and other marketing channels
- Optimize budget allocation based on holistic insights, ensuring smarter and more flexible investment decisions that drive long-term growth.
The Power of Partnership
Marketers leveraging TikTok’s badged MMM partners are assured of working with vendors who meet TikTok’s rigorous criteria for offering advanced MMM solutions. Badging signals advanced expertise and a close working relationship with TikTok, ensuring the delivery of state-of-the-art MMM solutions tailored for the app marketing world.
How to Get Started
With the launch of the Media Mix Modeling badge, it’s easier than ever for marketers to connect with TikTok’s trusted measurement partners such as Kochava who can guide them through MMM best practices and implementation. TikTok encourages all advertisers to explore the expanded partner directory, ask about integrating paid and earned TikTok data into their models, and embrace a signal-resilient, cross-channel approach to assessing campaigns.
Take the Next Step
Already using Kochava’s MMM platform?
Contact your Client Success Manager or email support@kochava.com to ensure that you’re leveraging the latest APIs available with TikTok.
Not using Kochava’s MMM platform?
Request a free MMM consultation with our team and be sure to ask about partner-sponsored MMM trials.
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