How Attribution, Experiments and MMM are the future of media effectiveness measurement
12/13/23 • 30 min
In this insightful episode, we dive deep into the future of media effectiveness measurement. From privacy-centric tagging to AI-powered advertising using first-party data, we've got your measurement foundation covered.
Join our expert guest speakers, Thomas, Media Effectiveness Lead at Google, Dirk, Senior Director of Data & Digital Marketing and Siddharth, Director Data Science & Global Lead for Causal AI Research & Marketing Mix Modelling at Artefact, as we explore the powerful trio of Marketing Mix Modelling (MMM), experiments, and attribution. Get ready for practical insights and tips to stay at the forefront of the ever-evolving marketing landscape. And yes, we'll demystify MMM for you – it's Marketing Mix Modelling!
In this insightful episode, we dive deep into the future of media effectiveness measurement. From privacy-centric tagging to AI-powered advertising using first-party data, we've got your measurement foundation covered.
Join our expert guest speakers, Thomas, Media Effectiveness Lead at Google, Dirk, Senior Director of Data & Digital Marketing and Siddharth, Director Data Science & Global Lead for Causal AI Research & Marketing Mix Modelling at Artefact, as we explore the powerful trio of Marketing Mix Modelling (MMM), experiments, and attribution. Get ready for practical insights and tips to stay at the forefront of the ever-evolving marketing landscape. And yes, we'll demystify MMM for you – it's Marketing Mix Modelling!
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Don’t miss our other episodes on the language modelling advances powering broad match, and the predictive AI fuelling smarter bidding strategies. Listen to the full series of Talking AI here: https://goo.gle/talking-ai
You can also hear more from IAB and Google by downloading The Crux podcast: https://goo.gle/the-crux
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