Baer: Marketing mix modeling tools like HockeyStack and Alembic are game-changers
Nicole Baer · The Top Marketing Strategies for AI-Driven Growth with the CMOs of Snowflake, LinkedIn, and Carta · Nov 1, 2024 · at 21:29
Nicole Baer, CMO of Carta, discusses why she believes marketing mix modeling is superior to traditional attribution modeling for measuring multi-channel impact.
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“I'm the most excited about marketing mix modeling from companies like HockeyStack and Alembic. That to me could be a game changer. Plus, I'm so tired of arguing about attribution. With the various spokes, this is, can plus up beyond attribution where you really can get inputs from a variety of sort of surfaces and channels, including brand, as opposed to just being the channels that we can identify and own, but across so many different areas where we can get signal into what's working with marketing. That to me is like quite literally the most exciting thing I've heard in probably 10 years.”
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