The MMM Zeitgeist with Elea Feit & Karen Chisholm

<p>A professor, an analytics director, and a podcaster walk into a bar and order a whiskey. Which brand do they order? And how does that data make it&#39;s way into a marketing mix model?</p><p>That&#39;s what Simon and Jim wanted to know, so they asked Elea Feit - Associate Dean of Research and Professor of Marketing at Drexel, and Karen Chisholm, Director of Transformation Analytics at Pernod Ricard.</p><p>Find out the biggest challenge marketers are facing today regarding measurement, and how they&#39;re tackling it. </p><p>Find out what&#39;s in store for marketing measurement and MMM in the next 3 years.</p><p>Grab a drink and have a listen :)</p><p><br></p><p>▶️ <a href="https://youtu.be/gqw79Gt_iWs" target="_blank" rel="noopener noreferer">Watch on YouTube</a></p><p><br></p><p><strong>Links from the show:</strong></p><p><a href="https://www.msi.org/" target="_blank" rel="noopener noreferer">Marketing Science Institute</a></p><p><a href="https://thearf.org/" target="_blank" rel="noopener noreferer">The Advertising Research Foundation</a></p><p><a href="https://www.linkedin.com/in/elea-mcdonnell-feit-1330547/" target="_blank" rel="noopener noreferer">Elea Feit on LinkedIn</a></p><p><a href="https://eleafeit.com/" target="_blank" rel="noopener noreferer">eleafeit.com</a></p><p><a href="mailto:karen.chisholm@pernodricard.com" target="_blank" rel="noopener noreferer">Karen Chisholm</a> (email about job opportunities!)</p><p><br></p><p>00:47 Today&#39;s Topic: Marketing Mix Modeling</p><p>02:10 Introducing the Guests</p><p>05:07 MSI and ARF Initiative</p><p>07:52 Survey Insights and Challenges</p><p>12:20 Measurement Techniques and Strategies</p><p>16:34 Brand-Level Optimization and Earned Media</p><p>22:44 Granularity in Marketing Mix Modeling</p><p>28:54 Understanding Marketing Mix Modeling</p><p>29:18 The Four Ps and Their Importance</p><p>30:20 Media Mix Modeling vs. Marketing Mix Modeling</p><p>32:29 Challenges in Media and Marketing Mix Modeling</p><p>34:09 Always-On Discounts and Their Impact</p><p>37:14 Data Quality and Availability Issues</p><p>40:38 The Future of Marketing Mix Modeling</p><p>43:08 Industry Perspectives and Best Practices</p><p>50:28 Open Source Solutions and In-House Modeling</p><p>54:58 Job Opportunities and Final Thoughts</p>