Event Details
Registrations to date: 35
From Attribution to Optimization: A Journey into Marketing Mix Modeling
Multi-touch attribution (MTA) has been a mainstay of digital marketing measurement for more than a decade. But cracks in its foundation have been expanding for the past several years, leading it to be condemned as unsafe.
With privacy regulations and technology changes by Apple, what was once generally accepted is now being called into question, with marketers and analysts left wondering how they’re supposed to measure marketing performance.
Enter Marketing Mix Modeling (MMM), which has seen a resurgence in recent years for the same reasons that MTA has gone out of fashion. It’s privacy safe, does not require user-level tracking, and can help answer that elusive question of incrementality.
In this talk, Jim Gianoglio, founder of Cauzle Analytics, will demystify MMM with a gentle introduction (minus the code and math formulas), dispel some common myths, and provide some practical tips on how to use MMM to optimize your marketing budgets.
What you’ll take away:
- How multi-touch attribution (data-driven or otherwise) is broken.
- An understanding of what MMM is and how it works.
- Knowing when to use it and the kinds of questions you can answer with it
- Knowing when not to use it and the kinds of questions it won’t help you with.
- Resources for getting started with MMM.
About Our Speaker
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Jim Gianoglio is the founder of Cauzle Analytics, a consultancy focusing on marketing science. He’s been a consultant in the digital and marketing analytics space for the past 15 years. He has a Master of Science in Information Technology from Carnegie Mellon University, where he focused on Business Intelligence & Data Analytics. He’s currently working with clients to quantify the impact of their marketing efforts using Marketing Mix Models and Randomized Controlled Trials, making use of various platforms to help enable the testing and activation of insights. |
Our 2023 sponsors:
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