Michael True, CEO of Prescient AI, joins the show to discuss how modern brands use MMM to allocate budgets and optimize media spend in a post-tracking world.
Michael True, CEO of Prescient AI, joins the show to discuss how modern brands use MMM to allocate budgets and optimize media spend in a post-tracking world.
Fractional marketing leader Tom Leonard breaks down the operational side of Media Mix Modeling, incrementality testing, and why traditional attribution is broken.
An exploration of why 'perfect attribution' is a myth and how MMM helps brands understand the connection between channel mix changes and contribution margin.