Proving Affiliate’s Value and Overcoming the MMM Gap
Tuesday, 2:00 PM
McArthur 4
Media & Marketing Mix Modeling (MMM) often underrepresents affiliate marketing's true contribution, leading to misperceptions and tighter budgets. This session will dissect why affiliate's impact is obscured in current MMM frameworks, particularly against impression-based channels. We will explore solutions and best practices for better integration and alternative solutions, ensuring affiliate marketing's strategic value is recognized by key stakeholders.
