Media Mix Modeling

Answer

Fractional marketing leader Tom Leonard joins to discuss the practical application of Media Mix Modeling and how to balance it with incrementality testing and MTAs.

Source: Attribution is Broken: Understanding MTAs, MMMs, and Incrementality on eCommerce Evolution.

Top episodes

1. 1. Attribution is Broken: Understanding MTAs, MMMs, and Incrementality

   eCommerce Evolution

   Fractional marketing leader Tom Leonard joins to discuss the practical application of Media Mix Modeling and how to balance it with incrementality testing and MTAs.

2. 2. S12 E6: Redefining Media and Marketing Measurement (with Michael True, CEO of Prescient AI)

   Limited Supply

   Nik Sharma and Michael True (CEO of Prescient AI) discuss the new era of media measurement and how brands use Media Mix Modeling to optimize their marketing spend.

3. 3. The 2026 Measurement Crisis: Why Your Media Efficiency is Probably a Lie With Sally Kazin and Ross Walker - Episode 438

   Ecommerce Braintrust

   Experts Sally Kazin and Ross Walker break down the 2026 measurement landscape, highlighting Marketing Mix Modeling as a key solution for brands to find the truth in their data.

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