Accurately measuring marketing performance is more challenging than ever in today’s complex landscape. Traditional attribution methods often fall short, leading to missed opportunities. This event will explore how a comprehensive, data-driven approach—integrating Attribution, Incrementality, and Marketing Mix Modeling (MMM)—can provide a clearer understanding of marketing ROI and help optimize strategies for growth.

Tailored for senior marketing and data leaders, this session delivers actionable insights to improve decision-making, optimize budget allocation, and stay ahead of emerging trends like AI and machine learning.

Key Takeaways

• Understand the limitations of traditional attribution models and how multi-touch attribution can reveal a fuller view of the customer journey.

• Learn how incrementality testing measures the true causal impact of your marketing campaigns.

• Explore how Marketing Mix Modeling (MMM) provides a holistic view across channels and informs long-term strategic planning.

• Discover how integrating these three models will improve insights and boost your marketing ROI.

• Get ahead of trends in marketing measurement, including the role of AI and machine learning.

You don’t want to miss this! Register now and join us in-person at the Google Office Europaallee, Switzerland.