With the decline of third-party cookies, customer data gaps are widening. Effective marketing mix modelling can fill these gaps, providing a holistic view of customer behavior. This presentation will explore the future of full funnel measurement, modeling marketing effectiveness with Bayesian methods, and integrating various measurement and analysis tools.
In this presentation you will learn:
- What is the future of full funnel measurement?
- How to model Marketing effectiveness with bayesian Methods?
- How to create better comparability between different channels using MMM?
- How to manage cross-channel attribution in a marketing mix model?
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