Original thinking from M-Squared experts and members of the Collective on attribution, measurement, and decision-making in complex marketing environments.
Contributing experts
Madan Bharadwaj
Advanced Attribution Expert
Katie Reed
Fractional CMO, Consultant
Sable M.
Executive Leader in Marketing Analytics
Shivank Pant
Product Manager
Bharathi Kannamma
Data Science- COE Lead
Abdul Rahman
Product & Engineering Lead
Ken Sheehan
Geographic Information Systems Expert
Shriram Pradeep
Data Science- COE Lead
Perspectives
How Brands Are Combining Advanced Measurement and AI-Driven Qualitative Research to Drive Insights and Growth
Katie Reed
Cracking the Upper Funnel Puzzle: How Brands Are Using Auto-Regressive Methods in MMM to Invest with Confidence
Katie Reed
How a Marketing Accounting Framework Drives Smarter Decision Making
Keary Phillips
How PowerHeal Used Advanced Modeling + Consumer Insights to Vet a High Profile Sports Sponsorship Opportunity
Katie Reed
Parachute Home: A Legacy of Innovation, Poised for the Future
Abraham Kurien
Marketing Mix Modeling for CPGs in international markets: A Case Study with Dr. Scholl’s
Keary Phillips
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