Episode 3 very nearly didn’t have a guest at all - which, in fairness, is pretty on brand for us. Bhav rang Rupali Singhal ten minutes before we were due to start, and asked if she wanted to jump on. She did, and what followed was a proper deep-dive into media mix modelling (MMM). What it actually is, when it beats multi-touch attribution (MTA) and when it very much doesn’t, why some brands can build one in-house without paying an agency six figures, and the slightly awkward truth that most measurement models are quietly biased towards short-term, direct-response wins.
Comment below to start a chat with us, shaing only nice things ofc 😉
Please share your confessions, rants, or simply grass someone up (anonymously ofc) in this form. We’ll read these out when we next record. Well, the funny ones at least!
Rupali Singhal @ Twillio
Daniel Perry-Reed @ Kickflip Analytics
