Seminar

Join us for an exclusive workshop designed for C-level executives and marketing leaders, focusing on measuring and evaluating the effectiveness of marketing activities. This session will introduce you to three fundamental tools: attribution, incrementality, and marketing mix modeling (MMM) with Meridian. We will explore not only the features of these tools but also their optimal usage, integration, and practical application. The goal is to understand their advantages and synergies, enabling you to effectively incorporate them into your annual planning and establish a continuous test-learn-improve framework.

What you will learn:

• Understand media effectiveness measurement as a driver of growth
• Learn how to use a combination of measurement methods (Attribution, Incrementality, MMM)
• Plan the measurement and its approaches towards mutual synergies
• Have a holistic view of the effectiveness of your media channels and activities, calculate the real ROI for those activities and get an action plan for the most effective future budget allocation
• Build and apply test-learn-improve cycle framework to optimize your media investments continuously

Date: November 4, 2025

Time: 2:00 PM - 6:00 PM CEST

Location: 19th floor, Atlantic-Haus, Zirkusweg 1, 20359 Hamburg

Speakers: Houda El Berdai, Tech & Data Strategy Lead , TRKKN France / Petr Vaněk, Head of Tech & Data Strategy for Czech, TRKKN Czech Republic

Level: Beginner-intermediate

Target Group: C-level, Marketing managers, Marketing campaign executives

Pre-requisites: None

Language: English