Testing & MMM - the Peanut Butter & Jelly of Marketing Measurement with John Wallace

Sometimes two things go together perfectly, like cookies & cream, Batman & Robin, or doing a happy dance when that meeting you've been dreading gets cancelled at the last minute. Here's another one to add to the list - incrementality testing and marketing mix modeling. Ok, it sounded way less boring in my head :) Either way, the conversation I had with John Wallace, Co-founder and CEO at LiftLab, was anything but boring. He gave the recipe they use for testing that is beyond where most companies and platforms are at in terms of testing the effectiveness of their media channels. Learn about the best practices and pitfalls of running incrementality tests, and how to think about incorporating them into your MMM. ▶️ Watch on YouTube   Links from the show: John Wallace on LinkedIn LiftLab Marketing Response Models (book)

Om Podcasten

Cookies are going away, Apple is limiting the data you can collect, and privacy regulations are making it difficult to target and measure the way we used to. If you're a marketer or analysts wondering how to measure your campaigns' performance, we're here to help you! Join Jim Gianoglio and Simon Poulton on the Measuring Up podcast, where they talk to marketers, analysts, and founders who are in the trenches of this new measurement world. You'll learn the best practices, tips, and actionable advice from people who've been in your shoes.