Looking forward to this Thursday when I will be joining Adtriba on their podcast to talk about the Modern Measurement Playbook. I will be sharing some behind the scenes on what motivated us to write it and my own experience working with advertisers that decided to start combining experiments with MMM and attribution. Join us to hear more about it! #MMM #Incrementality #attribution #triangulation
The "Modern Measurement Playbook" published by Google caused quite a stir a few weeks ago. Rightly so, because the playbook is the first of its kind from a major player in advertising. It describes very extensively and practically standard best practices on how to implement #marketingmeasurement and #triangulation. That’s why we are very excited to announce that one of the authors, Ana Carreira Vidal (Media Effectiveness Measurement Specialist at Google), is going to be on the Marketing Measurement Matters live podcast here on Linkedin this Thursday. Tim Kreienkamp, Dr. Tim Wiegels and I are looking forward to discussing the playbook and the following topics with Ana: - What was the motivation for Google to publish the playbook? - How was the playbook received by the industry? - What’s the adoption rate for the practices described in the playbook? - How to motivate brands to invest in incrementality tests? Looking forward to an intriguing and inspiring discussion!
