Avsnitt
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Advertisers today have plenty of options when it comes to metrics and measurement solutions and it can be hard to identify the most relevant ones. The question on how to measure both short and long term impact of lower and upper funnel advertising is one of the most burning topics in the industry.
Les Binet (Group Head of Effectiveness Adam & Eve DDB), Gordon Black (Director of Paid Media Measurement and Learning Adidas), Konstanze Fichtner (Marketing Science Partner and EMEA lead for brand measurement Meta) share guidance and insights.
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In a world where every investment matters, advertisers are focused on measuring the impact of their marketing. Many are taking control of that measurement, bringing some or part of that process in-house. There is a growing number of open source solutions supporting these efforts. This episode discusses open source tools for measurement in general and solutions for marketing mix models in particular. Insights, potential pitfalls and guidance on in-housing MMM are shared by Joshua Pearce, Head of Brand Performance, The Hut Group, Karen Flores, Senior Manager Consulting AI&D, Deloitte and Igor Skokan, Marketing Science Director, Meta.
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