Watch our Founder’s interview with the IMRG discussing modern marketing measurement
The IMRG is the UK’s eCommerce Association and we were delighted to field our Founder Alex Tait to take part in their “Top Tips” series with the one and only Andy Mulcahy. Alex discussed how you can maximise your growth through modern marketing measurement.
As our recent discussions with IMRG members has demonstrated, factors including cookies being phased out and iOS changes means that digital attribution doesn’t work the way that it used to.
Alex gives his recommendations on a framework for modern measurement as well as discussing the more holistic approach of marketing mix modelling (also known as MMM and econometrics).