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Building a Shared Language: How Incrementality Brings Marketing and Finance Together
Manage episode 518659309 series 3681635
Advertising Week에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Advertising Week 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
Today on Modern Marketing and Measurement, we sit down with Michael Kaminsky, co-CEO of Recast, to learn how incrementality, experimentation, and media mix modeling combined can finally bring marketing and finance onto the same page. We envision incrementality as the “connective tissue” these teams have been missing, how MMM and experimentation work better together than alone, and why forecasting with built-in plans for learning are the new hallmarks of high-performing teams.
I really enjoyed this conversation with Michael. It’s packed with practical, science-driven insights and excellent sound-bite analogies you can take to the next meeting, so grab a cup and settle in.
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