As digital privacy regulations tighten and third-party cookies phase out, marketers face new challenges in measuring and optimizing their campaigns. Traditional data-driven methods, once reliant on granular user tracking, must now adapt to a privacy-first world.
At MASB Spring Summit 2025, Mar. 20-21 at Southern Methodist University Cox School of Business, Venky Shankar will present, “Revisiting Marketing Mix Modeling in the Age of Privacy Concerns,” exploring how Marketing Mix Modeling (MMM) is evolving as a vital tool for attribution and budget allocation in this new era. He will cover how MMM leverages aggregated and anonymized data to assess the effects of different marketing channels, including digital and traditional, without relying on individual-level tracking. He will discuss modern MMM approaches, such as machine learning and causal inference methods, which improve accuracy while maintaining compliance with data protection regulations like GDPR and CCPA.
Shankar will also address practical challenges such as data sparsity, high dimensionality, media saturation, and integration of MMM with other measurement frameworks. He’ll explore how businesses can future-proof their marketing analytics by embracing privacy-preserving technologies such as synthetic data and federated learning.
Venkatesh “Venky” Shankar is Harold M. Brierley Endowed Professor of Marketing at SMU Cox and academic director of The Brierley Institute for Customer Engagement, which enables MBA candidates studying marketing to specialize in customer engagement and then pursue successful careers that will shape the future of customer loyalty strategies.
To participate in MASB Spring Summit 2025, request an invitation from [email protected].