MMM with Aleksandra Semenenko, Data Science Dir & Global Lead Mktg Measurement Artefact -Data Coffee
Автор: The Bridge - by Artefact
Загружено: 2023-12-19
Просмотров: 721
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Discover the interview with Aleksandra Semenenko, Data Science Director & Global Lead on #MarketingMeasurement, at Artefact UK, about #MarketingMixModeling. She talks about the #MMM models the company has been developing and the three major trends she sees emerging with clients today.
1- The first trend is the in-housing of the solution: In other words, the internalization of this measurement capability of the code itself.
2- The second is the need for brands and clients to get results quickly. Brands want to frequently iterate on their measurement and immediately understand the direct response of their activities.
3- The third trend involves adopting an end-to-end approach. Picture yourself as a client; strategic decisions are made by one set of teams, while operational teams work on the ground, receiving real-time business signals. Our goal is to bridge the gap between them in a seamless end-to-end process without losing vital information or insights.
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