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Standard Deviation Podcast
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Exploring Marketing Mix Modeling and its Relevance in the Digital Marketing Landscape
In this chapter, the speaker introduces a guest, Jim, who shares his experience with digital analytics and his latest project, a marketing mix modeling newsletter. They discuss the process of curating the newsletter and the importance of marketing mix modeling in light of recent changes in marketing measurement. The chapter also explores the challenges of data gaps, cross-site audiences, and the potential for manipulation in marketing mix modeling.
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