Marketers need a full cross media view of campaign and channel performance – that’s what Marketing Mix Modelling or MMM does. Each channel is measured by its ability to generate sales. For every dollar that goes into a media channel or campaign, how much comes back in sales? Procurement of MMM isn’t as simple as “get me one of those” due to data needs, implications of reporting campaign performance (should the agency get a bonus?) and how MMM affects the CMO/CFO discussion.
Marketers face two routes to getting MMM’s, use cloud-based software or go the manual route.
If you have never used MMM before or if you are reviewing contracts with external MMM providers, this webinar will arm you with the most current cost, data ownership and scope of work for securing one of the most powerful marketing analytic tools for your business.
Presenter: Chris Williams, CMO, Arimadata
Date: Tuesday, July 23, 2024
Time: 11:30 a.m. – 12:30 p.m. ET
If you have any questions or have difficulty registering, please contact Davina Wong: 416-964-3805 ext. 1007
Chris Williams, CMO, Arimadata
Chris served as VP Digital at ACA for over 4 years. During that time, he was one of the authors of ACA’s Marketing Communications Service Agreement in addition to working with the MRC on audits and accreditations of major digital platforms. During his 30 years in digital media, he was President of IAB Canada, a Board Member of the Destination Ontario and participant in numerous trade associations.
He is currently the CMO at Arimadata, an advanced data science platform which offers self-directed Market Mix Models integrated with Canada’s first synthetic data population for marketers.