Marketing mix modelling is back. Here is what running it actually requires
Learn what modern marketing mix modelling requires, from clean data and skilled analysts to experimentation, governance, tools, and executive support.
Desk 06
Analytics & Attribution
Measurement, marketing-mix modelling and the return of first-party analytics.
This desk covers
- Marketing measurement
- Marketing-mix modelling
- Attribution
- First-party analytics
- Incrementality
- Campaign performance
- Customer analytics
Connected desks
- Data, Privacy & ConsentFirst-party data strategy, cookie deprecation, consent management and clean rooms.
- Demand Gen & ABMPipeline programmes, account-based orchestration and intent-led targeting - how demand actually gets built.
- Advertising & MediaProgrammatic, connected TV, retail media and the open web versus the walled gardens.
The briefing
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One email a week covering this desk and the nine beside it.