Season 4, Episode 7: Jeremy Cartwright, Consulting Director at Nielsen and Jon Harman, Head of Data at JCDecaux UK, join Ian to discuss their latest collaborative research., ‘Location Matters for MMM’, which shows that including postcode-level data in Marketing Mix Models provides an unprecedented view of what each channel is delivering in terms of sales whilst also benefiting the accuracy of how they measure, ultimately helping to prove the true value of media channels.

Download your free summary of the findings here.