Building a Shared Language: How Incrementality Brings Marketing and Finance Together
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Building a Shared Language: How Incrementality Brings Marketing and Finance Together
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Today on Modern Marketing and Measurement, we sit down with Michael Kaminsky, co-CEO of Recast, to learn how incrementality, experimentation, and media mix modeling combined can finally bring marketing and finance onto the same page. We envision incrementality as the “connective tissue” these teams have been missing, how MMM and experimentation work better together than alone, and why forecasting with built-in plans for learning are the new hallmarks of high-performing teams.
I really enjoyed this conversation with Michael. It’s packed with practical, science-driven insights and excellent sound-bite analogies you can take to the next meeting, so grab a cup and settle in.
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