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Will Parker: Marketing Mix Modeling, AI in Modeling and Data, & Why MMMs are Important
In this episode of The Forecast, host Morgan Willis speaks with @Will Parker, Chief Strategy Officer of @Leavened, about the intricacies of marketing measurement, particularly focusing on Marketing Mix Modeling (MMM). They discuss the differences between MMM and deterministic attribution, the challenges of real-time MMM, and the importance of integrating various measurement strategies. Will emphasizes the need for brands to hold all media accountable and the critical role of AI in enhancing marketing measurement. The conversation also touches on the importance of marketing expertise and the future of marketing measurement in a rapidly changing landscape.
The ForeCast is a podcast by Rain the Growth Agency, hosted by Morgan Willis. In each episode, we speak with industry experts about advertising, media, and the latest marketing trends, and sometimes we have a bit of fun, too! We close out each episode with our guest’s forecast for the future of their area of expertise.
Timestamps:
00:00 Intro
00:48 Understanding Marketing Mix Models (MMM)
03:34 Real-Time Marketing Mix Modeling Challenges
07:45 Integrating MMM with Deterministic Attribution
10:55 The Importance of Marketing During Economic Downturns
14:08 The Role of Upper Funnel Media
17:12 Leveraging AI in Marketing Measurement
19:59 The Need for Marketing Expertise
23:18 Will’s Forecast
Please follow our podcast and leave a review!
Our website: https://www.rainforgrowth.com/
Follow us on social media!
LinkedIn: https://www.linkedin.com/company/rainthegrowthagency/?viewAsMember=true
Facebook: https://www.facebook.com/RainTheGrowthAgency
Instagram: https://www.instagram.com/rainthegrowthagency/
X: https://x.com/rainforgrowth
YouTube: https://www.youtube.com/channel/UC7LlxqQWvCl5nPIJctIuisw
TikTok: https://www.tiktok.com/@rainthegrowthagency
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By Rain the Growth AgencyIn this episode of The Forecast, host Morgan Willis speaks with @Will Parker, Chief Strategy Officer of @Leavened, about the intricacies of marketing measurement, particularly focusing on Marketing Mix Modeling (MMM). They discuss the differences between MMM and deterministic attribution, the challenges of real-time MMM, and the importance of integrating various measurement strategies. Will emphasizes the need for brands to hold all media accountable and the critical role of AI in enhancing marketing measurement. The conversation also touches on the importance of marketing expertise and the future of marketing measurement in a rapidly changing landscape.
The ForeCast is a podcast by Rain the Growth Agency, hosted by Morgan Willis. In each episode, we speak with industry experts about advertising, media, and the latest marketing trends, and sometimes we have a bit of fun, too! We close out each episode with our guest’s forecast for the future of their area of expertise.
Timestamps:
00:00 Intro
00:48 Understanding Marketing Mix Models (MMM)
03:34 Real-Time Marketing Mix Modeling Challenges
07:45 Integrating MMM with Deterministic Attribution
10:55 The Importance of Marketing During Economic Downturns
14:08 The Role of Upper Funnel Media
17:12 Leveraging AI in Marketing Measurement
19:59 The Need for Marketing Expertise
23:18 Will’s Forecast
Please follow our podcast and leave a review!
Our website: https://www.rainforgrowth.com/
Follow us on social media!
LinkedIn: https://www.linkedin.com/company/rainthegrowthagency/?viewAsMember=true
Facebook: https://www.facebook.com/RainTheGrowthAgency
Instagram: https://www.instagram.com/rainthegrowthagency/
X: https://x.com/rainforgrowth
YouTube: https://www.youtube.com/channel/UC7LlxqQWvCl5nPIJctIuisw
TikTok: https://www.tiktok.com/@rainthegrowthagency