For decades, marketers have relied on marketing mix models (MMM) to understand the ROI of each component of marketing spend. But in a new twist, COVID-19 is disrupting MMM with changes that don’t fit any previous observed pattern. Can MMM provide guidance based on recent history about whether to put the brakes on advertising, how to reallocate the dollars available, and when to resume it? How do we consider changes in product availability and consumer demand? How do we react to changes in media consumption? How can we respond quickly to changes in competitive media and messaging?
The role of MMM is being challenged by a “black swan” event that could cast doubt on models developed before consumption patterns were impacted by the pandemic. How can marketers make sound business decisions using the tools at their disposal? What changes should we make to reflect the current market dynamics? And what does the future of marketing measurement look like?
Hear from marketers on the front lines who are solving these unprecedented challenges in real time.
More speakers to be announced soon.
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