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#117 Marketing incrementality, attribution & ROI optimisation (with Jorge Roberto Ahumada Garcia @ Coppel)

The Measure Pod

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Navigating Marketing Analytics

This chapter explores the evolving landscape of marketing analytics, emphasizing the need for adaptability in marketing models due to changing business dynamics. It highlights the complexities of attribution, the significance of measurement methodologies like GA4, and the challenges teams face in interpreting diverse data sources. The conversation combines technical insights with personal anecdotes, showcasing the multifaceted nature of marketing effectiveness and fostering audience engagement.

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