Modern Measurement in practice with Pandora: open-source MMM, incrementality & advanced attribution

Katharina Hanke & Ana Carreira Vidal

Dive into the future of marketing measurement with Google and Pandora! We’ll explore the power of combining MMM, incrementality testing, and attribution for a truly comprehensive view of marketing performance. Discover Google’s latest innovations, including Meridian MMM and what it means for Search. Then, Pandora takes the stage with a real-world case study, showcasing their cutting-edge approach to modern measurement with incrementality testing, MMM, and a sophisticated omnichannel attribution strategy incorporating CLTV.

Katharina Hanke

MarTech Product ManagerPandora

Ana Carreira Vidal

Media effectiveness specialist NEGoogle

Ana Carreira Vidal is a Media Effectiveness Specialist in the Northern Europe region at Google, where she’s been passionately championing the power of data-driven decision making for the past 8 years. Starting as an incrementality enthusiast, Ana has spearheaded over 200 experiments, helping businesses unlock growth through a comprehensive understanding of their marketing performance. A firm believer in the power of Modern Measurement, Ana advocates for a holistic approach that combines MMM, attribution, and incrementality. She is also the author of the Google Modern Measurement Playbook, a go-to resource for marketers seeking to elevate their measurement strategies.