From Marketing Spend to Investment Decision: How AI-Driven MMM Reframes the Budget Conversation

Talk:

Boards and CFOs increasingly expect the marketing budget to be documented as an investment, with figures on revenue, profit, and marginal contribution. In this session, Magnus shows how AI-powered Marketing Mix Modeling (MMM) links marketing activity to actual revenue across channels, to help answer questions such as:

– Are we spending the right amount?

– Is the marketing spend going to the right channels?

– What’s the marginal return on the next pound spent?

You’ll see how Odins.ai collects and structures data, quantifies the incremental impact of each touchpoint, and turns historical data into forward-looking budget recommendations.

Takeaways

• How modern AI-driven MMM differs from classical MMM and digital attribution
• How to succeed with the new Open Source models.
• How leading marketing teams use MMM to size budgets, allocate spend, and test new channels with confidence