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Estée Lauder Companies x Ekimetrics Part 2: Getting under the skin of Marketing Mix Modeling
Manage episode 382873602 series 2795164
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In this second episode, we get into the nuts and bolts of Estée Lauder Companies’ (ELC) marketing measurement strategy, asking the big questions:
How did ELC approach developing holistic measurement across its global portfolio of diverse brands and products?How has ELC’s MMM strategy empowered decision makers and decision making across the business? And what can other companies with complex needs learn from their approach to MMM?
This time, we’re joined by ELC’s Jenny Oh, VP and Go-To-Market Analytics and Activations Lead, and Ekimetrics’ Angela Reiss, Senior Manager of Data Science and Marketing Analytics – alongside our podcast host and Partner at Ekimetrics, Sona Abaryan.
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