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- Objective: Measure the incremental sales delivered by social media channels
- Approach: Full Funnel MMM attribution
- Solution: Quantified the effect social media channels alongside other digital channels
- Applicable to: Any business or marketing team that wants to move beyond Last Touch attribution identify the true incremental effects of media investments.
Simon Foster
Principal of MarketingIQ in London. Expertise in Customer Analytics, Marketing Mix Modelling (MMM), Influencer Measurement and Media Mix Optimisation. 25 years experience building models and leading data science teams for major agency groups including Interpublic, Omnicom and WPP.