Marketing Mix Modeling: how to drive media in an omnichannel and untrackable world?

Oct 12, 2022 | 8:15 AM - 8:30 AM


With the end of the myth of trackable marketing, MMM appears to be one of the most relevant tools to measure the effectiveness of marketing actions. Industrializing this approach, while adopting a test & learn approach via the implementation of test protocols (replacement of an X lever by a Y lever, reduction, etc.), means progressing towards an optimal media mix at both national and local levels. Accompanied by Converteo, we will explain how BUT launched this approach in over 300 stores.