Dive deep into the world of Data & AI. This podcast is your one-stop-shop for all things data & AI. Stay up to date on industry trends, learn from seasoned data professionals, and follow along as we unpack complex data topics with new guests every episode. We’ll be covering a wide range of topics, from the basic data training on tools like Excel and SQL to in-depth discussions around ethics and biases in AI. The podcast features interviews from industry experts, data leaders, and the next generation of data innovators. Produced by Harnham x Rockborne.
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Dive deep into the world of Data & AI. This podcast is your one-stop-shop for all things data & AI. Stay up to date on industry trends, learn from seasoned data professionals, and follow along as we unpack complex data topics with new guests every episode. We’ll be covering a wide range of topics, from the basic data training on tools like Excel and SQL to in-depth discussions around ethics and biases in AI. The podcast features interviews from industry experts, data leaders, and the next generation of data innovators. Produced by Harnham x Rockborne.
Episode 20: How Incrementality and MMM Are Changing Marketing Analytics
The Data And AI Podcast
53 minutes
1 month ago
Episode 20: How Incrementality and MMM Are Changing Marketing Analytics
This week on Harnham’s Data & AI Podcast, Lloyd Dunstall sits down with Matthew Nixon, Head of Analytics, EMEA at Incubeta, to dive into one of marketing’s toughest challenges: proving impact when the data is fragmented and signals are fading.
Matt explains why effective measurement now relies on combining three approaches: attribution, Marketing Mix Modelling (MMM) and incrementality. Together, they give a clearer view of performance and help businesses build trust in their numbers.
Highlights include:
Why moving beyond “just another dashboard” is key to linking marketing data with business growth.
How MMM, attribution and incrementality create a common language with CFOs and senior leaders.
The mix of technical depth, commercial awareness and clear storytelling that defines today’s analytics roles.
Real-world results: Imperial London Hotels achieved a 73% revenue uplift, while Les Mills drove a 570% increase in new customers through a long-term measurement framework.
Looking ahead, Matt reflects on how AI is already embedded in measurement tools and why the future lies in more continuous, real-time models. He also shares advice for clients on how to get started, and for candidates on combining technical know-how with strong communication to stand out.
Catch up on this episode and explore the full podcast series here: https://thedataandaipodcast.podbean.com/
The Data And AI Podcast
Dive deep into the world of Data & AI. This podcast is your one-stop-shop for all things data & AI. Stay up to date on industry trends, learn from seasoned data professionals, and follow along as we unpack complex data topics with new guests every episode. We’ll be covering a wide range of topics, from the basic data training on tools like Excel and SQL to in-depth discussions around ethics and biases in AI. The podcast features interviews from industry experts, data leaders, and the next generation of data innovators. Produced by Harnham x Rockborne.
