In today’s rapidly evolving marketing landscape, brands need to be able to effectively allocate and maximise return on marketing budgets. Marketing mix modelling (MMM) has re-emerged as the statistical technique that can support brands to determine the effectiveness of their activity and make data-driven decisions about where to allocate budget. In this session, Gordon Black, director of paid media measurement and learning, adidas, shares how MMM can support brands to transition post-cookie, including overcoming lost data signals. With experience of both external and in house capabilities, we can explore the benefits of each and the critical importance of internal understanding to drive action regardless of ‘ownership’. We will find out how deep MMM intelligence can go, and the tools a brand leader need aligned with MMM to have the most confidence in their future investment decisions.