New Marketing Measurement Strategies

Many organizations employ some combination of marketing mix modeling (MMM) and multi-touch attribution (MTA) to assess the impact of their marketing campaigns. But in most cases, those two measurement methodologies exist independently of one another, leading to inefficiency at best and an inaccurate view of actual performance at worst.

Discover why the answer to this misalignment is unified measurement strategies, in which models are bought together to limit miscommunication and accelerate time to insight, with Bayer and TransUnion® leaders. You’ll find out:  

• Why a unified analytics approach incorporating both MMM and MTA models can speed up decision making and increase transparency
• The steps brands and their agencies can take to streamline their performance reporting and boost ROI
• How Bayer worked with TransUnion and Nielsen to nip a measurement “frankenstack” in the bud and create a single source of truth for their marketing analytics

See all upcoming ADWEEK webinars.

SPONSORED BY

Speakers

Jeremy Rose

Head of Unified Marketing Measurement, US Bayer

Kathi Stevens

VP, Marketing Solutions, TransUnion

Jeremy Rose

Head of Unified Marketing Measurement, US Bayer

Jeremy currently leads marketing analytics at Bayer Consumer Health. He has been in the marketing analytics space for 15 years, having worked with leading agencies such as Analytic Partners, GroupM, Neustar (currently Transunion), and Ipsos MMA.

Kathi Stevens

VP, Marketing Solutions, TransUnion

With over 20 years of marketing analytics, data science, and customer insights experience, Kathi has successfully led client engagements for leading analytics providers across a wide range of industry verticals. She partners with Fortune 500 brand marketers to help them optimize their marketing investments and better understand the interplay between controllable and non-controllable drivers on business outcomes.