A masterclass on the evolution of marketing measurement, moving beyond basic attribution to sophisticated models like MMM and incrementality.
A masterclass on the evolution of marketing measurement, moving beyond basic attribution to sophisticated models like MMM and incrementality.
Mike True explains how brands can cut through messy multi-channel data using MMM to see the true impact of top-of-funnel channels.
Focuses on modern Meta attribution rules and the specific settings brands need to test to accurately measure performance in current marketing environments.