#16 Are Your Ads Bringing Incremental Value? Dominic Williamson, Director of Marketing Strategy and Analytics at Instacart
Always Be Testing
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Importance of Objectivity in Marketing and Finance Collaboration
The guest discusses the significance of objectivity in the collaboration between marketing and finance. They emphasize the focus on numbers-driven marketing and the impact of user-level testing on traditional industry models. The chapter also mentions the use of Marketing Mix Modeling (MMM) and its advantages in measuring incrementality.
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