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Friends of Search 2025 > Modern Measurement in practice with Pandora: open-source MMM, incrementality & advanced attribution
Internationally acclaimed speakersPrestigious award showDrinks & Bites12th edition

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

Katharina Hanke & Ana Carreira Vidal

11:35 - 12:05

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

Katharina is a Product Manager in Pandora’s Global Data & Technology Organization, focused on developing Marketing Technology products that provide the Paid Media team with advanced tools and strong data foundations. Over the past year, she has managed the introduction of Google Meridian, Pandora’s newest marketing mix model, overseeing everything from data collection to beta testing and the rollout in the first markets. Katharina is dedicated to advancing data-driven marketing solutions, enhancing measurement practices, and empowering teams to unlock efficient marketing through innovative technology

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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.

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