The Battle of the Marketing Analytics Titans: Multi-Touch Attribution, Media Mix Modeling and Incrementality
with Archana Basarur
About the Event
In the first episode of Season 2 on Hitchhiker’s Guide to Marketing Analytics, Nadia Davis is joined by Archana Basarur, SVP of Marketing Analytics at US Bank, who uses her deep expertise in both B2B and B2C marketing analytics to weigh the pros and cons of different marketing attribution methodologies.
In an era of fragmented data and rising measurement skepticism, choosing the right marketing analytics model has never been harder. Multi-touch attribution, media mix modeling, and incrementality each promise clarity—but deliver very different truths.
Watch Archana Basarur, SVP of Marketing Analytics at U.S. Bank, and Nadia Davis, VP of Marketing at CaliberMind, as they dissect when and how each approach delivers value. You’ll learn where MTA fits, how MMM is evolving, and why incrementality is reshaping the way leaders prove impact.
