Trevor Carr

MMM Analysts are often brilliant with data and statistics, but they can miss the nuances of how media is actually planned, bought, and optimized in the real world. On the other side, media planners and marketers understand channels and tactics deeply but may not have the data fluency to connect those decisions back to econometric models. The truth is, you cannot do great MMM without appreciating both sides. Media is not just another input in a dataset. How a channel is planned, the way budgets are phased, the impact of flighting, or the difference between GRPs and impressions - all of these details matter in how we build models and interpret results. Without that context, you risk building a technically sound model that doesn’t actually reflect the market reality. That’s when stakeholders lose trust, and the insights don’t stick. This is why, in building the MMM Academy, I wanted media to have its rightful place. We don’t just talk about regressions, lag curves, or variance explained. We connect those concepts to real media practices: - How campaigns are phased and why that affects model specification - The difference between always-on and burst strategies, and how they show up in the data - What planners look for when deciding budget allocation across channels - How new formats like retail media and connected TV should be thought of in an MMM framework For analysts, this means you’re not just crunching numbers, you’re learning how media decisions are actually made. For marketers and planners, it means you’re seeing how those decisions translate into measurable outcomes. At the MMM Academy, we believe that bridging this gap is essential. Because the best MMM analysts are not just statisticians - they’re also informed partners to marketers, able to interpret results in the language of media and business. That’s when the work moves from being a model on a slide to becoming a tool for confident, real-world decision-making. Learn more about our course here: https://lnkd.in/efYu7KtC

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🚨 Burn your 2020 playbooks. This is a new game. AI isn’t a trend—it’s a takeover. And the teams winning right now? They’re not bigger. They’re engineered differently: ⚙️ Automated 📈 Operationalized 🎯 Obsessed with outcomes At Webflow, we didn’t add headcount. We added velocity: 🔁 5x SEO output ⚡ 6x higher conversion from AI-driven traffic ⏱️ 70% faster time-to-impact And it all started with a mindset shift: → You don’t “do SEO.” You drive acquisition → You don’t “run content.” You build influence → You don’t hire to scale. You design systems that do This isn’t traditional marketing. This is performance architecture. AI is the operating system. 🧠 I broke it all down with AirOps 👉 https://lnkd.in/e83uHKSx And what happens when marketers start thinking like operators? ⚡ Velocity goes up 📈 Impact compounds 💥 Growth inflects in new ways You hyperfocus on what works. You cut the noise. And marketing starts to drive the business. Build leverage. Build systems. Or get left behind. #AI #GrowthMarketing #MarketingOps #PerformanceMarketing #Webflow #AirOps #MarketingLeadership #FutureOfWork

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CTV on the big screen is a big opportunity - if we make it easier to buy well. A few quick facts we’re seeing in the market: 1️⃣ <70% of CTV ad opportunities even include basic content details today; and things like the show title appear in just ~12% (sic!). Hard to pay a premium when you can’t clearly see what you’re buying! 2️⃣ Just 30% of advertisers and publishers say they have full transparency into where their CTV ads run. That makes proving impact… tricky. That’s why I’m excited to share: Adlook × smartclip 🎉 We’re partnering to connect premium European CTV & Addressable TV from #smartclip with #Adlook’s privacy-first, attention-led optimization — making planning simpler, delivery smarter, and proof of impact clearer. Why the “European” part matters: Europe isn’t one market - it’s different broadcasters, languages, and strict privacy rules. Working with a European partner who truly understands how TV works here means higher-quality supply, better fit with EU standards, and results you can explain to your CFO ;) From our partner at smartclip, Gloria Eichler (CPO @ smartclip): “We have entered an era marked by fragmented identities, tighter privacy regulations, and the rise of first-party data as the ultimate currency (…) By integrating Adlook into our demand stack, we broaden buy-side opportunities… ensuring that publisher signals are respected—not exploited—and that data is activated, not extracted.” If you care about attention, transparency, and outcomes-focused CTV across Europe — let’s talk! #CTV #Programmatic #AdTech #Attention #PrivacyFirst #Europe #Broadcasters #AddressableTV #CTVAdvertising

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