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Will the Real MMM's Please Stand Up: Is MMM Measuring Affiliate Fairly?
Affiliate is increasingly being judged through Marketing Mix Models, but is the model seeing the full picture? Cashback, creators, content, comparison, loyalty and technology partners all play very different roles, yet they are often grouped into a single channel built from incomplete data. This panel brings together brands, measurement experts and affiliate leaders to examine where MMM gets affiliate right, where it may be marking the channel down, and what brands need to change before the model starts deciding their budgets.
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