Webinar
Media Mix Modeling to Power Your Marketing & Data Measurement
In this webinar, Amsive and DispatchHealth dive into the power of MMM as a cornerstone of effective measurement. Learn how it integrates with incrementality techniques and can help create a conscious measurement culture to maximize the impact of every dollar spent across all channels.
James Connell
Senior Vice President, Digital Media
James Connell
Senior Vice President, Digital Media
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Introduction
[0:02]
The webinar, Clarity Over Chaos: Using Media Mix Modeling to Power Your Measurement, was moderated by James Connell, who introduced panelists Joseph Sharp and Lauren-Nicole Martin. The session aimed to explore how Media Mix Modeling (MMM) provides actionable insights to improve marketing measurement and drive better results.
Key components of media mix modeling
The Challenge of Measurement
[01:36]
Marketing measurement has become increasingly complex due to the proliferation of tools, vendors, and data sources. James Connell illustrated this complexity with an example of a client report that expanded from 7-8 data sources to 23 over several years, highlighting the need for robust strategies to handle fragmented data.
Industry Trends in Measurement
[03:30]
The discussion underscored the shift in focus from simple reporting to understanding media’s actual contributions. Joseph Sharp emphasized the challenges posed by attribution fragmentation and over-counting while advocating for a structured data journey. Lauren-Nicole Martin shared how DispatchHealth’s rapid growth necessitated unifying measurement efforts to ensure informed decision-making and scalable investment strategies.
The role of media mix modeling
Comparing MMM with Other Models
[09:02]
Media Mix Modeling (MMM) offers a holistic approach to measurement, offering insights that go beyond the capabilities of multi-touch attribution (MTA) or incrementality tests. Unlike MTAs, which often fail to account for offline channels, MMMs are channel-agnostic, integrating digital, offline, and experiential media data to provide a complete picture of marketing performance.
Overcoming barriers to MMM adoption
Challenges and Solutions
[17:36]
The panelists addressed common barriers to MMM adoption, including leadership buy-in, financial investment, and internal collaboration. Lauren-Nicole Martin highlighted the importance of aligning leadership across teams to recognize the ROI potential of MMMs. Joseph Sharp noted that advancements in technology have reduced data requirements and accelerated insights, making MMMs more accessible to businesses with limited resources.
