In this discussion, Koen Pauwels, a marketing professor at Northeastern University, and Julian Runge, an assistant professor at Northwestern, dive into the nitty-gritty of marketing experimentation versus probabilistic measurement. They highlight the importance of randomized control trials and how firms often misapply Media Mix Modeling. The duo also explores ways to measure brand equity, emphasizing a balance between quantitative and qualitative insights. Additionally, they shed light on effectively demonstrating marketing value to finance teams and integrating new measurement techniques in a rapidly changing digital landscape.