Rethinking Marketing Effectiveness Measurement

A while ago, we witnessed the end of the free and unlimited data collection era, leaving the industry with too many worrisome but good questions. The new situation made many of us think that the “truth” might be too complicated to come from a “single source”. In this presentation, I will walk you through our experience in JET in building a modern system to inform marketing decisions while touching upon popular concepts such as triangulation, marketing effectiveness measurement frameworks, incrementality measurement, MMM and so on.