Marketing Analytics in a Cookieless World - Media Mix Models at Scale

Explore the impact of Google's phasing out of third-party cookies on Chrome and learn how to adapt marketing analytics strategies in this 20-minute conference talk. Discover how media mix models (MMM) offer a privacy-preserving solution for measuring marketing channel effectiveness and optimizing campaign spending. Gain insights into the essential nature of this approach for marketing teams, understand its mechanics, and watch a quick demonstration of successful implementation on Databricks. Presented by Corey Abshire, Senior AI Specialist Solutions Architect at Databricks, this talk provides valuable knowledge for data-forward teams looking to drive fundamental improvements in campaign effectiveness in a cookieless world. Access additional resources such as the LLM Compact Guide and Big Book of MLOps, and connect with Databricks through various social media platforms for further exploration of marketing analytics solutions.

Marketing Analytics in a Cookieless World - Media Mix Models at Scale