#117 Marketing incrementality, attribution & ROI optimisation (with Jorge Roberto Ahumada Garcia @ Coppel)

Will Hayes•28 February 2025•42 min listen

In this week's episode of The Measure Pod, Dan and Bhav are joined by Jorge Ahumada Garcia from Coppel, one of Mexico’s largest retailers and banks. They dive into marketing mix modelling (MMM) and multi-touch attribution, exploring the balance between new technologies and traditional methods. Jorge shares his experience navigating the evolving analytics landscape, while Bhav highlights the importance of understanding the tech we rely on—rather than blindly trusting automation.

Show notes

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