From gut feeling to grounded decisions - Media Mix Modeling as a compass for effective media buying

How data, tooling, and strategy work together to drive better budget decisions

Marketers have more data than ever, yet decisions are no more certain. Attribution models fall short, media budgets are under pressure, and the question “what really works?” remains unanswered.

In this webinar, Follo and Billy Grace show how Media Mix Modeling (MMM) helps allocate media budgets in a data-driven way and demonstrates their effectiveness. No theory for the sake of theory, just practical insights and real-world examples.

What you’ll learn

• Why traditional attribution falls short: discover why last-click and siloed thinking often lead to poor budget decisions.
• How Media Mix Modeling guides strategic choices: learn which channels truly drive impact and where your budget is best allocated.
• Understanding branding and performance: see how visibility drives conversion and how discovery channels can be measured.
• From data to action: learn how to translate MMM insights into concrete channel decisions, budget shifts, and long-term optimizations.
• Practical case study: discover which assumptions were challenged, which strategies worked, and which insights you can immediately apply to your organization.
• Collaboration between tooling and strategy: see how Billy Grace and Follo together ensure models lead to actionable decisions, not just insights.

Who is this for?

Marketing and e-commerce professionals looking to make data-driven media budget decisions and improve strategic choices.