Welcome to INCRMNTAL’s Podrick the Podcast, the podcast that brings you insightful conversations with thought leaders and experts from the marketing technology world. Our latest series is called Orchestrating Measurement - an audio continuation of the white paper we’ve recently published. (find it here: https://lp.incrmntal.com/whitepaper-marketing-measurement-orchestration)

Our guest today Julian Runge, Faculty at NorthEastern University and Principle Scientist at Games Data Pro. Julian is an expert in marketing data topics, with both academic and practical experience.

You can find more interesting information in the following links:

The Game Economics podcast: https://open.spotify.com/episode/0gYu53W06Hbzcd0tyWfTqz?si=axNSEeHDT5iuSlHt-M99AQ&utm_source=copy-link&utm_medium=copy-link&nd=1&_branch_match_id=1175932579540107590&_branch_referrer=H4sIAAAAAAAAA8soKSkottLXLy7IL8lMq9TLyczL1jfJSrMMTnb1LnJJAgBcc%2FpeIAAAAA%3D%3D

And starting point for that conversation: https://mobiledevmemo.com/getting-ml-based-app-personalization-right-the-engagement-engineering-framework/

MMM and mMM: https://gamedatapros.com/dear-digital-first-advertisers-are-you-media-or-marketing-mix-modeling/

Method orchestration: https://gamedatapros.com/incrementality-in-game-analytics-beyond-ab-tests-on-to-bandits-and-marketing-mix-models/

Why MMM / IDFA deprecation: https://hbr.org/2021/04/apple-is-changing-how-digital-ads-work-are-advertisers-prepared

Experiment calibration: https://hbr.org/2023/03/a-new-gold-standard-for-digital-ad-measurement