Embracing a culture of true experimentation in companies and organizations leads to crucial learnings and improved business outcomes. But it also comes with challenges and can make people uncomfortable. It is essential to build the right culture, implement clear processes for priorization / decision making and to utilize valid testing approaches.

William Grosso (CEO Game Data Pros), Julian Runge (Assistant Professor of Marketing at Northwestern University) and Igor Skokan (Marketing Science Director at Meta) share experiences and give concrete guidance on implementing culture, processes and approaches to leverage experimentation for always-on improvement.

The accuracy and benefits of attribution compared to incrementality measurement solutions is an evergreen in Marketing and Marketing Science. Incrementality should be the gold standard for measurement but there can be value in attribution as long as it is continuously validated and calibrated with incremental measurement results.

Thomas Violino (Product manager at Zalando and leading Zalando's measurement product development), Nico Neumann (Associate Professor at Melbourne Business School and founder of marketingscience.today) and Gufeng Zhou (Marketing Science Partner at Meta) share guidance and inspiration on utilizing and triangulating different solutions.

The relevance of identifying the most valuable customers with the highest lifetime value and optimizing marketing for them has increased massively for many advertisers. This episode covers strategies to incorporate predicted lifetime value into your marketing.

René Tingskov (Head of Marketing at Søstrene Grene), Peter Fader (Professor of marketing at the Wharton School of the University of Pennsylvania and co-founder at Theta and Incompass Labs), Qiong Wu (Marketing Science Partner at Meta) share guidance and experiences.

Advertisers today have plenty of options when it comes to metrics and measurement solutions and it can be hard to identify the most relevant ones. The question on how to measure both short and long term impact of lower and upper funnel advertising is one of the most burning topics in the industry. 

Les Binet (Group Head of Effectiveness Adam & Eve DDB), Gordon Black (Director of Paid Media Measurement and Learning Adidas), Konstanze Fichtner (Marketing Science Partner and EMEA lead for brand measurement Meta) share guidance and insights.

In a world where every investment matters, advertisers are focused on measuring the impact of their marketing. Many are taking control of that measurement, bringing some or part of that process in-house. There is a growing number of open source solutions supporting these efforts. This episode discusses open source tools for measurement in general and solutions for marketing mix models in particular. Insights, potential pitfalls and guidance on in-housing MMM are shared by Joshua Pearce, Head of Brand Performance, The Hut Group, Karen Flores, Senior Manager Consulting AI&D, Deloitte and Igor Skokan, Marketing Science Director, Meta.