Attribution, incrementality & MMM: The modern measurement trifecta

Navigating media measurement today can feel complex and overwhelming. However, learning how to calibrate attribution, incrementality, and MMMs powers both sides of your marketing: giving you a complete picture of performance while fueling your AI-powered campaigns.

And it’s possible even if you don’t have a dedicated data science team on hand.

Join Google’s Ads Product Liaison Ginny Marvin as she sits down with Senior Director of Product Management John Chen to discuss the distinct roles of attribution, incrementality, and media mix modeling, bust the single North Star myth, and explore new tools like open-source Meridian and Qualified Future Conversions.

Check out the video series Ginny mentions to help you get started with Meridian here: https://www.youtube.com/playlist?list=PLI5YfMzCfRtYvZ9AYp1wrtBM4apIsDc1i

Want Ginny’s key takeaways and tips from this conversation? Subscribe to the Ads Decoded newsletter -> https://goo.gle/3NO45ZW.

Find Ginny at linkedin.com/in/ginnymarvin and @adsliaison on X.

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