#65 | Rohit Maheswaran on the shifting sands of attribution
Making Sense of Martech
00:00
Marketing Analytics Unveiled
This chapter explores the critical evaluation of marketing analytics, emphasizing the need to move beyond vanity metrics to measure true success via incremental sales. It discusses the evolution of Marketing Mix Modeling (MMM) as a tool for marketers to optimize budgets and strategies using real-time data. The conversation highlights the importance of collaboration between marketing and finance teams to enhance decision-making and drive successful outcomes.
Play episode from 21:45
Transcript
