Adtech Unfiltered2 Jul 2025

The Future of MMM (with Greg Dolan)

Fragmentation in the marketing industry isn't new—but the pressure to make faster, smarter decisions in today's increasingly complex landscape is. In this episode, Greg Dolan, CEO and co-founder of Keen Decision Systems, joins host Noor Naseer to discuss how marketing mix modeling (MMM) is evolving to meet these challenges. Dolan outlines how breaking down marketing silos with a top-down and bottom-up approach can drive better decisions, collaboration, and results across teams and organizations. He and Noor also explore why real-time insights and holistic measurement are critical in a world of shrinking budgets and exploding channels.

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Episoder(68)

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This shift in the advertising industry's focus can be largely credited to a heightened programmatic mindset, and with that—a pressing expectation for more automated processes in advertising. Centro's ...

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