In this episode of The Digital Edge, host Lisa Morton, Marketing Director, sits down with Ash Rain, APAC Client Director at Incubeta, to unravel the mysteries of marketing measurement.
They dive into the „gold standard“ of measurement—the powerful combination of Mixed Media Modeling (MMM), experimentation, and attribution. Ash explains why you can’t just rely on one and how weaving them all together is the key to building an accurate reflection of your campaign investments.
You’ll learn:
– Why „garbage in, garbage out“ is the most important lesson for leveraging AI.
– The critical mindset shift marketing leaders need to make to truly excel.
– Tangible takeaways for optimizing your approach to measurement and building trust with stakeholders.
Tune in to discover how to move beyond basic metrics and start showing the real business impact of your marketing efforts.
Speakers: Host: Lisa Morton, Global Marketing Director, Incubeta Guest: Ash Rane, Client Director, Incubeta APAC