7. Why advertisers should care about MMM: a conversation with Nicolas Arrive from Meta [Annalect]

In this session, we will look at the way that developments in consumer privacy are driving us toward a modeled future. We will show that both consumer insights research and marketing mix modelling (MMM) are likely to grow in importance over the coming years. How can consumer insights serve as input or as a benchmark in MMM? We will tell you how we think about that and explain why other methods such as (geo-)experiments may also have an important role to play. We will also deep dive into the value of MMM for advertisers by looking at several case studies.