Marketing Analytics in a Cookieless World - Media Mix Models at Scale

On Jan 4th, Google started phasing out third-party cookies from Chrome, driving fundamental changes to how marketing teams and data teams measure and optimize the effectiveness of their advertising campaigns. However, while challenging, this actually presents an opportunity to rethink marketing analytics overall and for data forward teams can actually be an opportunity to drive fundamental improvements in campaign effectiveness. Media mix models (MMM) enable companies to preserve privacy while still accurately measuring key attributes of each of their marketing channels and can drive sophisticated optimizations to set spending levels to drive optimal outcomes. This session provides an overview of why this is essential for marketing teams, how it works, and gives a quick demo of how to do it successfully on Databricks.