Great to talk to Andy Bargery on the Through the Line Podcast on how to justify marketing spend and how to know if your spend is actually working.
Here I talk about the marketing measurement trifecta that includes:
- Digital attribution, with positional and data-driven models
- Econometrics, aka marketing mix modelling, and
- Incrementality or A/B testing
By using these models, marketers can get to grips with the marketing that works at a brand level and also sales performance, including which channels and campaigns are adding value.
Listen to the full podcast here!
Or you can visit and listen on the Agency Squared site here.