Measure Up The MMM Zeitgeist with Elea Feit & Karen Chisholm
Apr 2, 2025
Elea Feit, an Associate Dean of Research and marketing mix expert, joins Karen Chisholm, a director at Pernod Ricard specializing in analytics. They tackle the biggest challenges facing marketers in measurement today. Expect a deep dive into the future of marketing mix modeling and the importance of data quality. They also discuss the nuances of brand-level optimization and the complexities introduced by digital media. Insights on how to simplify data for effective decisions and the evolving landscape of marketing measurement are key highlights.
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Consistency Beats Technical Hurdles
- Organizations struggle most with consistency in using and interpreting MMM results across teams.
- Elea Feit and Karen Chisholm highlight executive sponsorship and alignment as critical for adoption.
Combine Measures For A Holistic View
- Use multiple measurement methods together to build a holistic story for decisions.
- Karen Chisholm advises combining testing, media metrics, lift studies and MMM to inform recommendations.
Curate Results For Executives
- Package findings into curated presentations for executives to secure action.
- Karen assembles cross-functional PowerPoint stories rather than dashboards to drive C-suite decisions.