A professor, an analytics director, and a podcaster walk into a bar and order a whiskey. Which brand do they order? And how does that data make it's way into a marketing mix model?

That's what Simon and Jim wanted to know, so they asked Elea Feit - Associate Dean of Research and Professor of Marketing at Drexel, and Karen Chisholm, Director of Transformation Analytics at Pernod Ricard.

Find out the biggest challenge marketers are facing today regarding measurement, and how they're tackling it. 

Find out what's in store for marketing measurement and MMM in the next 3 years.

Grab a drink and have a listen :)

▶️ Watch on YouTube

Links from the show:

Marketing Science Institute

The Advertising Research Foundation

Elea Feit on LinkedIn

eleafeit.com

Karen Chisholm (email about job opportunities!)

00:47 Today's Topic: Marketing Mix Modeling

02:10 Introducing the Guests

05:07 MSI and ARF Initiative

07:52 Survey Insights and Challenges

12:20 Measurement Techniques and Strategies

16:34 Brand-Level Optimization and Earned Media

22:44 Granularity in Marketing Mix Modeling

28:54 Understanding Marketing Mix Modeling

29:18 The Four Ps and Their Importance

30:20 Media Mix Modeling vs. Marketing Mix Modeling

32:29 Challenges in Media and Marketing Mix Modeling

34:09 Always-On Discounts and Their Impact

37:14 Data Quality and Availability Issues

40:38 The Future of Marketing Mix Modeling

43:08 Industry Perspectives and Best Practices

50:28 Open Source Solutions and In-House Modeling

54:58 Job Opportunities and Final Thoughts