What's it like to manage marketing effectiveness of one of the biggest fashion retailers in the world? How big brand equity drives sales, and how to measure this uplift with Marketing Mix Modeling? Why performance marketing alone isn't enough after certain point?

In this episode we'll discuss with Antoine Coopoosamy, the global marketing measurement manager at H&M, how marketing effectiveness can be ensured on an international level and how H&M utilises Marketing Mix Modeling in getting insights to some of the most profound questions in marketing effectiveness and it's optimisation.