Marketing Measurement Triangulation: Myth to bust or way to go?

Yigit Yazgı

15:25 - 16:00

Triangulation in marketing effectiveness measurement is increasing its fame on social media: you run incrementality studies, build an MMM, and switch to MTA – and abracadabra, your marketing measurement is done!

In this session, Yiğit Yazgı will walk you through Just Eat Takeaway’s journey to build a modern marketing effectiveness measurement framework. He will share what they’ve built, the challenges left behind and those waiting ahead, and how JET navigates the route to enable an effectiveness-first decision-making system in a complex enterprise.

Yigit Yazgı

Global Manager, Marketing Science & MeasurementJust Eat Takeaway.com

Yiğit Yazgı is leading marketing science and measurement for Just Eat Takeaway.com. With more than 10 years in the field, Yiğit has a wide range of expertise, mainly thanks to his agency/consultancy background, from adtech/martech implementation to marketing analytics and causal inference applications in media measurement.