Marketing Budgets Finance Can Back: L’Oréal and Specsavers on MMM

A marketing mix model is only as valuable as the decisions it changes. In this webinar replay, Gilles Varoquier (ROI & Advanced Analytics Director, L’Oréal) and Tim Haig (Global Marketing Effectiveness Manager, Specsavers) join Brian Brinig (Associate Partner, Ekimetrics) to share what it took to get Finance behind the evidence.

Three moments from the conversation:

• Marketing and Finance reporting two different ROIs for the same YouTube spend, and how L’Oréal settled it
• A budget that reached its headline target and still fell short on new customers, and how Specsavers raised it with Finance at the start of the year
• Why around 60 to 70% of the effort in L’Oréal’s program goes beyond data

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Watch the replay