The Measure Pod: #113 MMM, MTA and the future of marketing measurement (with János Moldvay @ Funnel) [Video]

Full show notes, transcript, audio and AI chatbot – https://www.measurelab.co.uk/blog/podcasts/future-of-marketing-measurement-janos-moldvay-funnel?utm_source=youtube&utm_medium=video&utm_campaign=113

Episode summary:
In this week’s episode of The Measure Pod, Dan and Bhav are joined by János Moldvay from Funnel to dive into the intricacies of Marketing Mix Modeling (MMM), Multi-Touch Attribution (MTA), and the future of marketing measurement. János shares his expertise on analytical methodologies and highlights the critical role of measurement in shaping effective marketing strategies.

Chapters:
00:00:00 – Introduction
00:01:55 – Christmas Message and Podcast Plug
00:03:03 – Janos’ Background and Career Journey
00:07:01 – Founding Atriba and Early Challenges
00:09:19 – Impact of GDPR on Attribution Modeling
00:10:58 – Factors Beyond Clicks in Marketing Measurement
00:15:25 – Defining Attribution Modeling and MMM
00:20:03 – Data-Driven Multi-Touch Attribution
00:22:17 – Pros and Cons of MMM vs. MTA
00:27:10 – Limitations and Realities of Attribution Models
00:30:43 – Measurelab Advertisement
00:33:42 – Applicability of Different Measurement Approaches
00:35:03 – Combining Different Measurement Methodologies
00:42:45 – Practical Impact on PPC Managers
00:45:21 – Convincing Decision-Makers to Adopt New Approaches
00:55:31 – Outro Questions

About The Measure Pod:
The Measure Pod is a podcast hosted by Daniel Perry-Reed the Principal Analytics Consultant and Trainer @ Measurelab and Bhav Patel the Director of Experimentation and Analytics @ LeanConvert – veteran practitioners of the marketing and product analytics industry. Join us, and the occasional guest, on our quest to make sense of the analytics industry, having some fun along the way.