Leveraging data effectively is complex and challenging. Ekimetrics is here to explain it in everyday terms – getting straight to the heart of how to use data to help your business. On our Ekimetrics (Eng) Podcast, you can expect straightforward conversations with leading figures across different industries – from retail and leisure to financial services and automotive - and partners such as Meta and YouTube.
Haleon x Ekimetrics: a journey to global marketing effectiveness serving 1000+ marketers
There’s a world of difference between single point in time Marketing Mix Modelling and an always-on, self-serve capability fit for over 1000 marketers globally. Find out how Haleon (formerly GSK Healthcare) has made this significant transformation to scale marketing effectiveness over the last four years, with tips for others who are on or thinking about taking a similar path.
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There’s a world of difference between single point in time Marketing Mix Modelling and an always-on, self-serve capability fit for over 1000 marketers globally. Find out how Haleon (formerly GSK Healthcare) has made this significant transformation to scale marketing effectiveness over the last four years, with tips for others who are on or thinking about taking a similar path.
Or, everything you wanted to know about MMM and econometrics, but didn’t dare to ask. MMM and econometrics are powerful strategic tools, but many of the old views of MMM persist. It's just for sales modelling. It's only for media. But those views mean MMM is often misunderstood, misused and under-valued.
In this episode, we talk to Marine Gissy, Global Media Lead at AXA about how attention KPIs are changing media planning. Listeners will hear what decisions can be influenced by which attention metrics, how to connect attention to sales and the impact of attention on everything from customer centricity to valuing quality journalism and even your carbon footprint.
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