Q&A with Dr. Dominique Hanssens on Marketing Mix Modeling

The marketing landscape continues to evolve, making it increasingly difficult for brands to accurately measure which aspects of their marketing investments across various tactics and channels are generating positive returns (ROI). To be successful in today’s market, brands need a holistic strategy to effectively predict and measure all the factors that influence marketing optimization.

In the Q&A below, GBK Advisor Dr. Dominique (Mike) Hanssens, Distinguished Research Professor of Marketing at the UCLA Anderson School of Management, shares his thoughts on how Marketing Mix Modeling (MMM) is evolving, common challenges companies face with marketing attribution, and measurement, as well as emerging trends and opportunities in the space.