Overview of Data Science Applications to Marketing Measurement

Abstract

As global advertising spend approaches $1.8 trillion — with the majority allocated to digital media despite increasing tracking and quality challenges — accurate measurement of marketing effectiveness has never been more critical. Advertisers must understand the true impact of their investments on business KPIs in a holistic and granular way.

This talk explores how Advanced Analytics are applied in a real-world automotive business context drawing from practical experience at Annalect (Omnicom Media Group). The session will cover key analytical solutions available to advertisers, from Marketing Attribution to Marketing Mix Modelling, demonstrating how a robust measurement frameworks enables marketers to optimise budget allocation and make more informed, data-driven strategic decisions in their day-to-day work.

About the speakers

Julien Eyraud

Sr Analytics Director at Annalect with 15yrs of experience in Market Research and Marketing Analytics in EMEA across Automotive, FMCG and Retail sectors.

Sakif Hadar

Analytics Manager at Annalect with a background in Statistics and more than 7 years of experience in Marketing Analytics, specialising in Market Mix Modeling (MMM) and scalable measurement solutions.

Shiva Taherzadehlari

Data Analyst at Annalect with a background in Data Science and nearly two years of experience in analytics and modelling.