By adding behavioural economics to the power of advanced mix marketing modelling (MMM), CMOs are now able to move beyond channel‑level optimisation to design offers, messages and experiences that shifts behaviour and changes outcomes in real time.
Advanced MMM allows CMOs to see which channels, combinations and spend levels actually move the needle
Marketing still lags other departments in using AI tools in decision-making. But for most marketers, the problem is no longer data scarcity, it’s that they are drowning in numbers and starved for decisions.
Incubeta, the leading AI outcomes agency, has announced the appointment of Adam Woods as Global Chief Product Officer.
When it comes to improving paid media outcomes, throwing AI at existing problems without the necessary insight and experience, is adding to the growing problem of “workslop”.