))
Episode 20: How Incrementality and MMM Are Changing Marketing Analytics
Manage episode 507981164 series 3482369
Harnham & Rockborne에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Harnham & Rockborne 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.
This week on Harnham’s Data & AI Podcast, Lloyd Dunstall sits down with Matthew Nixon, Head of Analytics, EMEA at Incubeta, to dive into one of marketing’s toughest challenges: proving impact when the data is fragmented and signals are fading.
Matt explains why effective measurement now relies on combining three approaches: attribution, Marketing Mix Modelling (MMM) and incrementality. Together, they give a clearer view of performance and help businesses build trust in their numbers.
Highlights include:
- Why moving beyond “just another dashboard” is key to linking marketing data with business growth.
- How MMM, attribution and incrementality create a common language with CFOs and senior leaders.
- The mix of technical depth, commercial awareness and clear storytelling that defines today’s analytics roles.
- Real-world results: Imperial London Hotels achieved a 73% revenue uplift, while Les Mills drove a 570% increase in new customers through a long-term measurement framework.
Looking ahead, Matt reflects on how AI is already embedded in measurement tools and why the future lies in more continuous, real-time models. He also shares advice for clients on how to get started, and for candidates on combining technical know-how with strong communication to stand out.
Catch up on this episode and explore the full podcast series here: https://thedataandaipodcast.podbean.com/
22 에피소드
공유
