How brands can drive results in the 2025 marketing squeeze

How should brands rethink measurement and MMM models to better allocate marketing budgets and drive returns across all channels in 2025?
With attribution becoming more challenging, understanding the impact of marketing through MMM and MTA modelling is crucial for marketing leaders.
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What you'll learn:
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Why we can't only look at our efficiency metrics (i.e. ROI), we have to consider effectiveness
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The need to measure the incremental impact of each activity across the entire marketing mix
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How to talk the language of CFOs when discussing marketing investments
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Without holistic measurement you could be over-investing in channels that may not pay off as much as a brand initiative.

Consistent brands produce ads that work twice as hard, compared to inconsistent brands.
Andrew Tindall
VP of Global Partnerships at System1
If we focus too much on short term initiatives, long term effectiveness goes down.
János Moldvay
VP of Measurement at Funnel
Organizations can measure the improvement of creativity and curiosity, focus, how people make decisions
Naomi Glover
Founder of Neuro-Informed Ltd.
Less than 4% of marketers measure past the 6-month mark. So if you think about it, almost everyone is missing almost everything.
Emily Gustin
Measurement Partnerships
at LinkedIn