In this session...
Learn how Unified Marketing Measurement is transforming the future of retail growth in a privacy-first world. In this session, Tom will walk through the evolving buyer and media journeys, expose the inefficiencies of traditional attribution, and show how methods like Causal MMM, Incrementality Testing, and Causal Attribution can unlock real profitability. Through real-world examples and actionable insights, He will also share how brands can turn marketing into a predictable, measurable growth engine, proving ROI, optimising media spend, and aligning teams around sustainable success.
What You'll Learn from This Session...
- Traditional click-based attribution misses omnichannel and halo effects, leading to poor decisions.
- Incrementality analysis distinguishes revenue driven by ads vs. baseline sales.
- Brands waste 20–40% of budgets on non-incremental channels—unified measurement fixes this.
- Combining MMM, Incrementality testing, and attribution delivers a complete, privacy-safe view.
- Causal insights enable confident budget reallocation and forecastable revenue growth.
