Sam Redfern

Sam Redfern, a key innovator at Canva, shares insights on transforming marketing measurement. He delves into the shift from traditional digital attribution to advanced multi-touch models, emphasizing team collaboration. The discussion covers navigating complexities in evaluating ad performance and the principal-agent problem in market investments. Redfern also highlights Canva's implementation of marketing mix modeling, pointing out the challenges of data quality and the need for continuous model adjustments in today's evolving landscape. Practical tips for all business sizes are included!