Understanding the true incremental impact & ROI of marketing budgets has been one of the most complicated challenges for marketing leaders since the rise & mass diversification of digital marketing.

Marketing mix modelling and Data Driven Attribution were designed to solve for this, but each has their flaws. These flaws will only be amplified further as we edge closer towards the end of cookie based tracking.

In this fireside chat, Artefact’s Bobby Gray (Head of Data) & Aleksandra Semenenko (Lead Data scientist) and Reckitt Benckiser’s Henry Jung discuss the measurement challenges that lie ahead, why we must completely rethink our approach to marketing measurement in the cookie-less world and the new measurement solution developed by Artefact that promises to solve many of the challenges identified with current models – Artefact mROI