Fixing Broken Measurement: The Marketers Playbook for MMM, Last Touch & Incrementality

Marketing dashboards seem broken? The problem isn’t necessarily bad data or tools; it’s the myth that any one method can be “the truth.” In this session, we explore marketing mix modeling (MMM) as a decision-support system that complements rather than replaces last-touch attribution and incrementality testing. Learn how modern teams intersect methodologies: MMM to set investment direction and guardrails, attribution for in-channel optimization, and incrementality to validate and calibrate both. You’ll leave with a practical playbook to reduce friction, set better expectations with stakeholders, and make faster, more confident growth decisions.