Leveraging data effectively is complex and challenging. Ekimetrics is here to explain it in everyday terms – getting straight to the heart of how to use data to help your business. On our Ekimetrics (Eng) Podcast, you can expect straightforward conversations with leading figures across different industries – from retail and leisure to financial services and automotive - and partners such as Meta and YouTube. We explore the challenges facing leadership teams and how unique data insights and optimization can give your business the edge. Ekimetrics is a specialist in scalable, high-impact data and analytical solutions. For over 16 years, we’ve pioneered the use of AI and advanced data science in marketing measurement, holistic business optimization and sustainability. We help companies rethink they way they operate so they can reconcile financial KPIs with non-financial goals.
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Haleon: How effectiveness transformation and a common language of performance has redefined media planning
Tom Mills, Global Head of Media Investment at Haleon, and Michelle Hobbs, Global Media Lead at Publicis Le One, discuss Haleon's global effectiveness program and its impact on media and marketing decisions, in this interview.
16 Jun 2025
AXA: Connecting Attention Metrics to Outcomes
Marine Gissy, Global Media Lead at AXA, discusses how attention KPIs influence media planning decisions and connect to sales, impacting customer centricity and quality journalism in this interview.
10 Feb 2025
From Marketing Mix Modelling to Econometrics: Top 10 FAQs answered
Or, everything you wanted to know about MMM and econometrics, but didn’t dare to ask.
MMM and econometrics are powerful strategic tools, but many of the old views of MMM persist. It's just for sales modelling. It's only for media. But those views mean MMM is often misunderstood, misused and under-valued.
In this episode, we put the top 10 most searched for questions about MMM to our UK GM & Partner, Matt Andrew, to help bring to life the breadth of MMM’s capabilities and bust a few myths.
SPOLIER ALERT: it’s not just for media… Or sales.
Find out:
How does Marketing Mix Modelling work?
What are the benefits of Marketing Mix Modelling?
What data is needed for Marketing Mix Modelling?
How do you implement Marketing Mix Modelling?
What are the limitations of Marketing Mix Modelling?
How do you interpret the results of Marketing Mix Modelling? What are some of the most useful outputs of Marketing Mix Modelling?
How does Marketing Mix Modelling differ from other marketing analytics?
Can Marketing Mix Modelling predict future sales? Or other KPIs?
Should all brands invest in MMM? How do you know if it’s right for you?
If you’re starting out with MMM for the first time, what advice would you give?
Whether you're just starting out or a complex, global, multi-category business, you can expect to hear straightforward answers to these questions with further discussion on how to use MMM as a strategic value driver.
The conversation ranges across a broad set of applications, from forecasting and scenario planning to pricing and driving your sustainability agenda. And an equally broad set of integrations. From how to use MMM in conjunction with other techniques, such as multi-touch attribution to experiments to develop a unified marketing measurement capability to how to nest real-time data using Bayesian Priors. Plus we consider how to embed customer lifetime value and capture creative effectiveness. And much more...
The Bayesian modelling explainer referenced in the podcast can be found on our website. (https://www.ekimetrics.com/en-gb/articles/from-marketing-mix-modelling-to-econometrics-top-10-faqs-answered)
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Who has been a guest on Ekimetrics (Eng)
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Tom Mills
Michelle Hobbs
Marine Gissy
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