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

Full show notes, transcript and AI chatbot - https://bit.ly/3CX6tsf

Watch on YouTube - https://youtu.be/Qgg42DI_Z08

00:01:22 Technology's Role in Analytics.
00:06:48 E-commerce transaction percentage in Coppel.
00:09:19 Attribution challenges in marketing.
00:12:41 Human understanding in technology.
00:19:23 E-commerce impact on business growth.
00:22:32 Omni-channel marketing evolution.
00:30:39 Impact of User-Generated Content.
00:34:10 Human understanding in data analysis.
00:39:05 Attribution models evolution.
00:41:44 GA4's impact on measurement.
00:49:08 Analytical credibility in marketing.
00:51:31 Marketing measurement methodologies.
00:54:45 Outro
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Episode Summary:

In this week's episode of The Measure Pod, Dan and Bhav are joined by Jorge Ahumada Garcia from Coppel, one of Mexico’s largest retailers and banks. They dive into marketing mix modelling (MMM) and multi-touch attribution, exploring the balance between new technologies and traditional methods. Jorge shares his experience navigating the evolving analytics landscape, while Bhav highlights the importance of understanding the tech we rely on—rather than blindly trusting automation.

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About The Measure Pod:

The Measure Pod is a podcast hosted by Daniel Perry-Reed the Principal Analytics Consultant and Trainer @ Measurelab and Bhav Patel then Director of Experimentation and Analytics @ LeanConvert - veteran practitioners of the marketing and product analytics industry. Join us, and the occasional guest, on our quest to make sense of the analytics industry, having some fun along the way.

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