Beyond Multi-Touch: The Resurgence of Marketing Mix Modeling

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Presented by

Jim Gianoglio and Matt Walentosky

About this talk

Multi-touch attribution is a thing of the past! Attribution modeling is being affected by privacy regulations and technology changes. As per Gartner, by 2024, 75% of the global population will have personal data covered under privacy regulations. GDPR, CCPA, ITP and ATT are some of the acronyms impacting marketers in the past couple of years and will continue to play an ever-increasing role in our strategies. But how will companies transition from the multi-touch attribution paradigm of the past decade to a future-proof decisioning strategy aligned with user privacy? Join Jim Gianoglio, Director of Media Innovation and Matt Walentosky, Senior Data Scientist, as they explain the resurgence of marketing mix modeling and share strategies and frameworks that Bounteous uses to help enterprise businesses thrive and make decisions in an uncertain environment. In this webinar you will: - Learn why Marketing Mix Modeling (MMM) is important to pivot from Multi-touch Attribution (MTA) - Hear actionable recommendations for conducting MMM on your media and advertising campaigns - See a demo of MMM in use and see outputs

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