Estée Lauder Companies x Ekimetrics Part 2: Getting under the skin of Marketing Mix Modeling

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Ekimetrics (Eng)

Ekimetrics

21 episodes

4 months ago

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. We explore the challenges facing leadership teams and how unique data insights and optimization can give your business the edge. Ekimetrics is a specialist in scalable, high-impact data and analytical solutions. For over 16 years, we’ve pioneered the use of AI and advanced data science in marketing measurement, holistic business optimization and sustainability. We help companies rethink they way they operate so they can reconcile financial KPIs with non-financial goals.

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Marketing

Business

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Estée Lauder Companies x Ekimetrics Part 2: Getting under the skin of Marketing Mix Modeling

Ekimetrics (Eng)

24 minutes 57 seconds

2 years ago

Estée Lauder Companies x Ekimetrics Part 2: Getting under the skin of Marketing Mix Modeling

In this second episode, we get into the nuts and bolts of Estée Lauder Companies’ (ELC) marketing measurement strategy, asking the big questions:

How did ELC approach developing holistic measurement across its global portfolio of diverse brands and products?How has ELC’s MMM strategy empowered decision makers and decision making across the business? And what can other companies with complex needs learn from their approach to MMM?

This time, we’re joined by ELC’s Jenny Oh, VP and Go-To-Market Analytics and Activations Lead, and Ekimetrics’ Angela Reiss, Senior Manager of Data Science and Marketing Analytics – alongside our podcast host and Partner at Ekimetrics, Sona Abaryan.

Hosted on Acast. See acast.com/privacy for more information.