A deep dive into modern media management in 2025, focusing on how incrementality, experimentation, and MMM inform channel allocation.
A deep dive into modern media management in 2025, focusing on how incrementality, experimentation, and MMM inform channel allocation.
Discusses how to operationalize incrementality tests and use Marketing Mix Modeling (MMM) to allocate budgets across different channels.
Analyzes client performance against forecasted targets, highlighting the importance of clear cross-channel allocation to exceed profit goals.