Marketing Measurement: MMM, Attribution & Incrementality

A marketing analytics leader and published author with over 10 years of experience building measurement frameworks at global companies. As Head of Marketing Analytics at Kindred Group, I developed sophisticated attribution models and implemented Media Mix Modeling systems, driving significant improvements in marketing efficiency and ROI across multiple channels.

My passion for teaching stems from seeing how proper measurement frameworks transform marketing organizations. The insights from my recent book "Data Analytics for Marketing" (Packt Publishing, 2024), combined with hands-on experience building incrementality testing frameworks and attribution systems, will help you understand not just the theory, but the practical implementation of these complementary approaches.

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