MTA, MMM, RCTs … What Is the Truth and What Can You Trust?

The marketing measurement toolkit is more complex than ever—MTA, MMM, RCTs—all promising answers yet often delivering conflicting results. The final session breaks down the strengths and weaknesses of today’s leading methods, explores whether AI introduces clarity or confusion, and tackles the biggest question of all: do we really believe the numbers? Join us to cut through the noise and learn how to instill confidence in your measurement approach with stakeholders across the business.