Revisiting Media Mix Modeling...

In recent years, there has been an explosion of emerging and established marketing channels across the funnel promising untapped revenue for brands. At the same time, a more crowded landscape means the average number of marketing touch points required for customers to hit the 'purchase' button is also growing.

How are the best marketers sorting through the murkiness of both understanding their customers' journies and measuring effectiveness? Michael Kaminsky--CEO of Recast--leads a discussion on how to be most successful at data-based decision making when it comes to measuring attribution and incrementality of marketing spend.

Michael is a seasoned statistician and econometrician who built and led the marketing analytics team for Harry's, and now runs a startup that is re-inventing Media Mix Modeling (MMM) for modern marketers.

In this discussion Michael offers a deep-dive on how MMM works, as well as how to leverage cutting edge statistical techniques to go beyond the basics of measurement, data interpretation, and testing strategies.

Below, you can revisit the recording from Michael's session, titled Owning Your Data: A Deep Dive on Attribution & Incrementality.