{"id":60583,"date":"2026-02-06T14:20:56","date_gmt":"2026-02-06T22:20:56","guid":{"rendered":"https:\/\/www.kochava.com\/?page_id=60583"},"modified":"2026-02-24T08:31:18","modified_gmt":"2026-02-24T16:31:18","slug":"webinars-mmm-playbook-fix-broken-measurement","status":"publish","type":"page","link":"https:\/\/www.kochava.com\/ru\/webinars\/mmm-playbook-fix-broken-measurement\/","title":{"rendered":"Fixing Broken Measurement: The Marketers Playbook for MMM, Last Touch & Incrementality"},"content":{"rendered":"[vc_row type=”full_width_background” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” bg_image=”1138″ bg_image_type=”default” bg_position=”center center” background_image_loading=”default” bg_repeat=”no-repeat” scene_position=”center” top_padding=”70″ bottom_padding=”100″ text_color=”light” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” row_position_desktop=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” advanced_gradient=”radial-gradient(circle at center, rgb(0,71,164) 10%, rgb(0, 22, 92) 90%)” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”advanced” shape_type=”” advanced_gradient_display_type=”radial”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” flex_gap_desktop=”10px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” advanced_gradient_angle=”0″ gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” gradient_type=”default” column_padding_type=”default”][vc_row_inner equal_height=”yes” content_placement=”middle” column_margin=”70px” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” flex_gap_desktop=”10px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]\r\n
KOCHAVA WEBINAR<\/strong><\/h5>\r\n[\/vc_column_text][divider line_type=”Small Line” line_alignment=”default” line_thickness=”2″ divider_color=”default” animate=”yes” custom_line_width=”178″][vc_column_text css=”.vc_custom_1770577650699{padding-top: 30px !important;padding-right: 0px !important;padding-left: 0px !important;}” text_direction=”default”]\r\n

Fixing Broken Measurement: The Marketers Playbook for MMM, Last Touch & Incrementality<\/h1>\r\n

Marketing dashboards seem broken? The problem isn\u2019t necessarily bad data or tools; it\u2019s the myth that any one method can be \u201cthe truth.\u201d 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\u2019ll leave with a practical playbook to reduce friction, set better expectations with stakeholders, and make faster, more confident growth decisions.<\/p>\r\n[\/vc_column_text][vc_raw_html css=””]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[\/vc_raw_html][\/vc_column_inner][vc_column_inner top_padding_desktop=”3%” constrain_group_100=”yes” bottom_padding_desktop=”3%” left_padding_desktop=”4%” constrain_group_101=”yes” right_padding_desktop=”4%” flex_gap_desktop=”10px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color=”#ffffff” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”5px” column_link_target=”_self” overflow=”visible” el_class=”webinar-signup” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” column_padding_type=”advanced” gradient_type=”default”][vc_column_text css=”” text_direction=”default”]\r\n

Access On Demand<\/h3>\r\n[\/vc_column_text][vc_raw_js el_id=”marketo-wrapper-banner”]JTNDc2NyaXB0JTIwc3JjJTNEJTIyJTJGJTJGbHAua29jaGF2YS5jb20lMkZqcyUyRmZvcm1zMiUyRmpzJTJGZm9ybXMyLm1pbi5qcyUyMiUzRSUzQyUyRnNjcmlwdCUzRSUyMCUzQ2Zvcm0lMjBpZCUzRCUyMm1rdG9Gb3JtXzE3MjMlMjIlM0UlM0MlMkZmb3JtJTNFJTIwJTNDc2NyaXB0JTNFTWt0b0Zvcm1zMi5sb2FkRm9ybSUyOCUyMiUyRiUyRmxwLmtvY2hhdmEuY29tJTIyJTJDJTIwJTIyNjgwLUpGTC00NzMlMjIlMkMlMjAxNzIzJTI5JTNCJTNDJTJGc2NyaXB0JTNF[\/vc_raw_js][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” top_padding=”60″ bottom_padding=”10″ text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” row_position_desktop=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” flex_gap_desktop=”10px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”center” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” flex_gap_desktop=”10px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\r\n

Meet the Speakers<\/h2>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”20px” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” top_padding=”20″ text_align=”center” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all” class=”speakers”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” flex_gap_desktop=”10px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/3″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”57687″ image_size=”full” max_width=”custom” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width_custom=”200″][vc_column_text css=”” text_direction=”default”]HOST\r\nArthur Novarina<\/strong>\r\nMD, EMEA[\/vc_column_text][image_with_animation image_url=”52731″ image_size=”full” max_width=”custom” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width_custom=”100″][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” flex_gap_desktop=”10px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/3″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”55883″ image_size=”full” max_width=”custom” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width_custom=”200″][vc_column_text css=”” text_direction=”default”]Gary Danks<\/strong>\r\nGM, AIM[\/vc_column_text][image_with_animation image_url=”52731″ image_size=”full” max_width=”custom” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width_custom=”100″][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” flex_gap_desktop=”10px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/3″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”55881″ image_size=”full” max_width=”custom” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width_custom=”200″][vc_column_text css=”” text_direction=”default”]Rhiannon Taplin<\/strong>\r\nSales Engineer[\/vc_column_text][image_with_animation image_url=”52731″ image_size=”full” max_width=”custom” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width_custom=”100″][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]","protected":false},"excerpt":{"rendered":"

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