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      "text": "Leading marketers are twice as likely as their peers to embed AI into the core of their measurement approach—unlocking faster, smarter decisions and stronger performance.",
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      "text": "Nearly half (46%) of marketers we surveyed use the trifecta of measurement solutions: MMM for strategic planning, incrementality testing to glean causal insights, and multi-touch attribution (MTA) for daily optimization. But only the leading marketers integrate these approaches, so that each informs the other and amplifies value. The leaders also run MMMs more frequently than their peers (39% do so monthly), use incrementality results to establish ground truths and calibrate MMMs (40%), and incorporate brand health metrics in nested models. AI-powered predictive modeling then turns the MMM into a proactive, real-time optimization tool.",
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      "text": "Consider an over-the-top media player that spends $500 million across more than 10 channels to acquire streaming customers. As the company's growth ambitions rose, it became increasingly necessary to optimize spend across geographies, channels, and formats in real time. The company built two granular MMMs: one for brand-channel mix and one for performance-channel mix. Each month it refined the models using geo-based experiments as key calibration points. Given the increasing online privacy restrictions and declining accuracy of MTA, the company decided to prioritize incrementality tests as a source of ground truth, which not only enhanced model accuracy but also boosted organization-wide adoption with finance stakeholders. Finally, the company enabled continuous optimization by integrating first-party data, attribution insights, user test results, and external factors like seasonality and travel trends. Through frequent updates and calibration, the platform was able to optimize brand spend across its channels, raising marketing spend efficiency by 20%.",
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      "text": "Leading marketers are twice as likely as their peers to embed AI into the core of their measurement approach—unlocking faster, smarter decisions and stronger performance. They're using AI to update MMM more frequently, integrating brand tracking metrics, first-party data, and predictive models to enable real-time scenario planning and investment shifts.",
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