182. Ammar Basit, Global Marketing Effectiveness Analytics Lead at Haleon: Improving Effectiveness with Marketing Mix Modelling

How are big FMCG Companies spending their Marketing budgets? With Media going through a big shift, with new emerging channels coming up, Marketing Mix Modelling offers a neutral and comprehensive way to analyze return on investment. Our guest is Ammar Basit, Global Marketing Effectiveness Analytics Lead at Consumer Health Leader Haleon. With him, we go over some key insights, take aways and action items he's learnt leading the MMM Project globally.  Tune in to learn about: Ammar's career background and current role at Haleon Understanding Marketing Mix Modelling The evolution in the Media landscape Running a global MMM project in a Consumer Goods company Key learnings, insights and action items More: Follow us on Instagram: https://www.instagram.com/fmcgguys/  Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/ Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian