Join us for our Making Marketing Accountable webinar series, featuring the visionaries of marketing measurement who are elevating the role of the CMO and Marketing through financial accountability. Registration is FREE!
Wednesday, September 24, Noon ET
Peter Cain
Executive Director and Co-Founder, Marketscience
Marketing mix modelling has seen a surge in popularity in recent years, with the rise of many open-source software solutions purporting to simplify the modelling process. In this talk, Dr. Peter Cain will discuss the structure and outputs of modern marketing mix modelling approaches together with two key pitfalls that continue to seriously impact model results and actionability: meaningful estimation of long-term marketing effects and the challenges of valid causal inference.
Request your invitation from events@themasb.org.
PREVIOUS EPISODE
Quantifying and Leveraging Brand Value in Financial Reporting ○ Peter Young, Partner, Brand Valuation Europe at Presciant