"How do you optimally allocate budget/,media spend across different channels? If you've been struggling with this question, this session is for you. This session will teach a step-by-step approach to media mix modeling and implementation from taking a look at the do's and don't of media mix measurement and its impact on media through the different modeling techniques used to optimize spend across different media. This session will highlight the uses as well as limitations of statistical modeling.

Attendees will learn to:
• Measure media effectiveness and allocate limited marketing dollars across media
• Understand the dangers of relying exclusively on direct attribution to measure marketing results
• Translate model results into concrete changes in business practice and testing"