How Georgia Pacific Modernized Its Marketing Mix Modeling
From Next in Media by Mike Shields
June 11, 2026 · 22 min · Season 7 · Episode 83
About this episode
Javier Bustillos from Georgia Pacific discusses modern media challenges and the company's approach to marketing mix modeling and AI testing.
Georgia Pacific’s Javier Bustillos breaks down the hard realities of modern media, revealing how the consumer goods giant tackles walled-garden measurement gaps, modernizes in-house Marketing Mix Modeling, and tests AI capabilities without sacrificing human oversight.
People in this episode
Host: Mike Shields
Guest: Javier Bustillos
Topics covered
- marketing mix modeling
- media measurement
- AI in marketing
- consumer goods
- in-house marketing
Keywords
- Georgia Pacific
- marketing mix modeling
- media measurement
- AI capabilities
- consumer goods
Mentioned in this episode
Organizations: Georgia Pacific
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