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9min chapter
#16 Are Your Ads Bringing Incremental Value? Dominic Williamson, Director of Marketing Strategy and Analytics at Instacart
Always Be Testing
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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