Julie Bowerman of Kellogg Company on omnichannel marketing, leveraging media mix modeling, and using analytics to build strategy
BRAVE COMMERCE
00:00
What's in the Mix?
In 2011, this is a while ago, social wasn't being represented in the media mix model. And so my conversation was, well, you're holding me to performance metrics for the business, but then you're not valuing it in themedia mix model. There's a disconnect here. But also these models take forever to deliver you results. You get results six months after the efforts were in market. How can you make business decisions off of data that's lagging? Then you get results from the market.
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