Schedule 2024

How do you build a comparative advantage in with MMM, a perspective from the Client Side.

As all companies adopt MMM, are you assessing your capability properly with reference to what your competitors’ MMM are capable of. What parameters should you assess your own MMM on? And what future developments in marketing analytics can help you maintain an edge in MMM?

Takeaway

• If you are in a new role responsible for MMM or Marketing analytics, your first job should be to identify 1) what your competitors capabilities are 2) what the best in class capabilities are
• Put a team in place that both builds the best current Mousetrap possible, but spends significant time and effort researching what the best future MMM should be
• Comparative advantage needs to come from all places: Data, Speed, Model Accuracy, Depth and Breadth
• Key traits successful MMM programs have is rigorous testing of model accuracy and validity. A suite of tools and models that cross calibrate each other
• Future of MMM will be how to generate the most accurate and timely priors through the fusion of MMM, experiments, AI/ML, and customer centric analytics