On this episode, we’re joined by Igor Skokan, Marketing Science Director at Meta, and Davide Fabrizio, Advanced Analytics and Artificial Intelligence Partner at Deloitte. Together, they explore changes and advancements in marketing analytics, focusing on the resurgence of Marketing Mix Modeling (MMM) powered by AI and machine learning. 

Key Takeaways:

(00:29) Introduction to MMM and its evolution with AI and machine learning.

(03:46) The benefits and challenges of integrating AI into MMM.

(05:18) The role of human input in the AI-driven MMM process.

(08:20) The advantages of open-source solutions like Project Robin for transparency and community collaboration.

(12:14) How businesses can transition from managed services to open-source MMM solutions.

(20:55) The importance of data quality and model architecture in the success of MMM.

(24:21) The evolving relationship between AI-driven automation and human expertise in optimizing MMM processes.

(28:21) Predictions for the future of MMM and AI in marketing analytics.

Resources Mentioned:

Igor Skokan -

https://www.linkedin.com/in/igorskokan/

Meta -

https://www.linkedin.com/company/meta/

Davide Fabrizio -

https://www.linkedin.com/in/davidefabrizio/

Deloitte -

https://www.linkedin.com/company/deloitte/

Meta Open Source -

https://opensource.fb.com

Deloitte Consulting -

https://www.deloitte.com/global/en/services/consulting.html Best Practices to implement a successful Marketing Mix Modeling process -  https://www.deloitte.com/es/es/services/consulting/research/ai-marketing-transformation-mmm.html

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