Attribution models are descriptive statistics; they don’t tell you what marketing channels to do more or less of next quarter. Is 30% credit to a channel good or bad? Should you do more or less?
In this session, we will highlight how to move from descriptive attribution models to prescriptive budget allocation and optimization models, so you can set your FY24 marketing budget with more insights and confidence.
You’ll learn:
- Why the current marketing budget allocation process is broken;
- How to set budgets using benchmarking and media mix models;
- How to use precise channel and vendor performance insights together with a MMM to really optimize spend and drive measurable results; and
- A customer case study showing how media mix modeling saved them time and increased confidence in marketing’s contributions.
