The Undiscovered Metric is a new content series produced by Adverity. Identifying and looking at key data streams businesses use to evaluate their marketing performance. Each episode consists of a short video interview with guests, talking about the importance of data in their role focusing on a specific data source and the different metrics they gather, including what they consider to be the “undiscovered metric”.
https://hubs.la/Q01G3fW50
Hosted on Acast. See acast.com/privacy for more information.
The Undiscovered Metric is a new content series produced by Adverity. Identifying and looking at key data streams businesses use to evaluate their marketing performance. Each episode consists of a short video interview with guests, talking about the importance of data in their role focusing on a specific data source and the different metrics they gather, including what they consider to be the “undiscovered metric”.
https://hubs.la/Q01G3fW50
Hosted on Acast. See acast.com/privacy for more information.
As data privacy rules tighten and attribution becomes harder to trust, MMM is gaining fresh relevance as a strategic tool for understanding what’s really driving performance. To make it work, marketers need more than just a model. They need alignment, accessibility, and strong data foundations.
Jonathan Sweeney is the Senior Director of Data at Gain Theory, a marketing effectiveness consultancy that’s been pioneering MMM since the 1970s. In this episode of The Undiscovered Metric, he joins host Mark Debenham to explore how MMM is being applied today, how MMM complements attribution, and what marketers need to do behind the scenes to get real insight.
Hosted on Acast. See acast.com/privacy for more information.