Why participate?
Participants will discover how to leverage data to support business and marketing decisions, how to measure the impact of advertising and determine the most effective and efficient media mix and how to overcome annual media allocation budget challenges.
Webinar
In recent years, digital marketing has transformed rapidly. Customer journeys now involve numerous touchpoints, each requiring interaction with the brand. This leads to an exponential growth in customer data, especially with personalized experiences. However, merely collecting data isn't enough or sustainable. Companies are under immense pressure to maximize the value of the data they gather. Applying the right approach and the right technology to process, analyze, and utilize the data they have is the key to maintaining a competitive advantage.
This is where Marketing Mix Modeling (MMM) comes into play: achieving the most effective and efficient mix of media and allocation of resources across customer journeys. Ultimately, Marketing Mix Modeling turns data overload and complex attribution into strategic insights to help you make the best marketing decisions. Join marketing executives to learn how to leverage Marketing Mix Modeling to improve media performance and quantify the impact of marketing and brand investments.
We’ll discuss:
- The importance of Marketing Mix Modeling for thriving in a world of data and change
- Holistic methodologies to marketing and media optimization
- Overview of market solutions
- Demo including successful use case of Marketing Mix Modeling
Speaker information:
1] Niels Waem
Senior Digital Marketing Consultant
Niels is a seasoned Digital Marketing Specialist at Deloitte, bringing over 8 years of expertise in digital marketing to the firm. With a passion for leveraging data-driven strategies, Niels has successfully helped clients across various industries boost their brand presence, optimize advertising campaigns, and maximize ROI through cutting-edge digital solutions.
2] Lucia Escriva Calatayud
Data Scientist
With extensive experience in Marketing Mix Modeling and Tactical Attribution, Lucia excels in building advanced analytical models to help clients make informed decisions and optimize marketing performance. She collaborates with cross-functional teams to develop tailored solutions that harness the power of data, guiding businesses through complex marketing landscapes.
3] Carlos Real
Director AI&Data
Carlos Real is Director AI & Data at Deloitte Spain, leveraging over 13 years of experience in advanced analytics and artificial intelligence to help companies make better, data-driven decisions. With a dual background in Mathematics and Statistics, Carlos specializes in harnessing the power of Machine Learning, Predictive Analytics, Geo-Analytics, and CRM Analytics to create actionable insights and drive business growth.