MarTech Podcast ™ // Marketing + Technology = Business Growth
The Future of Marketing Measurement
May 22, 2024
Guest Henry Innis, Co-Founder at Mutinex, discusses the future of marketing measurement, including predictive analytics, dark social, challenges of last-touch attribution, and the evolution of marketing measurement towards driving incremental revenue. The importance of clear data presentation and efficient decision-making are emphasized.
20:28
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Quick takeaways
- Mutinex's MMM approach provides fast, accurate marketing insights close to real-time for better decision-making at scale.
- Dark social challenges traditional attribution models, emphasizing the need for comprehensive measurement solutions like Mutinex's MMM approach.
Deep dives
The Future of Marketing Measurement: Replacing Legacy Solutions with Fast, Real-Time Insights
Legacy market mix modeling and multi-touch attribution have limitations. Mutinix has developed a foundational model to understand marketing principles quantitatively. Their solution provides fast, accurate insights close to real-time, enabling better decision-making at scale.
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