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Get More Valuable Insights from Marketing Mix Modeling
Highlights
Marketers seeking to measure the contribution of their marketing to sales or revenue may turn to Marketing Mix Modeling to provide valuable insight. Hear firsthand lessons learned from marketing professionals who have run modeling in diverse businesses. In this Focus roundtable we discussed tips to guide your approach and improve the quality of insights generated from roundtable guests Eric Schmidt of Coca-Cola, Marge Stell of Kodak and Joe Papa of AT&T Business Solutions.
Marketers seeking to measure the contribution of their marketing to sales or revenue may turn to Marketing Mix Modeling to provide valuable insight. Hear firsthand lessons learned from marketing professionals who have run modeling in diverse businesses. You’ll get tips to guide your approach and improve the quality of insights generated from roundtable guests Eric Schmidt of Coca-Cola, Marge Stell of Kodak and Joe Papa of AT&T Business Solutions.
Key topics included:
- What kind of insights can marketers expect to generate from running a marketing mix model?
- What expectations should be established with executives prior to delivering model results?
- What resources and efforts are needed to get the first model up and running?
- What are the critical success factors that will improve the model quality?
- What steps can be taken to help ensure model results will lead to changes in marketing and media decisions?
- How should modeling be used in conjunction with other measurements and analytics?
- How does modeling make the marketing organization more credible and accountable?
Speakers
Events
- Lead Nurturing 202: The Next Generation May 31 @ 11 am PT
- The Tricks to Paid Media June 6 @ 11 am PT
- Display Advertising for Brand Awareness June 20 @ 11 am PT
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