Episode 20: How Incrementality and MMM Are Changing Marketing Analytics

About this episode

Lloyd Dunstall interviews Matthew Nixon about the evolving landscape of marketing analytics through incrementality and Marketing Mix Modelling.

This week on Harnham’s Data & AI Podcast, Lloyd Dunstall sits down with Matthew Nixon, Head of Analytics, EMEA at Incubeta, to dive into one of marketing’s toughest challenges: proving impact when the data is fragmented and signals are fading. Matt explains why effective measurement now relies on combining three approaches: attribution, Marketing Mix Modelling (MMM) and incrementality. Together, they give a clearer view of performance and help businesses build trust in their numbers. Highlights include: Why moving beyond “just another dashboard” is key to linking marketing data with business growth. How MMM, attribution and incrementality create a common language with CFOs and senior leaders. The mix of technical depth, commercial awareness and clear storytelling that defines today’s analytics roles. Real-world results: Imperial London Hotels achieved a 73% revenue uplift, while Les Mills drove a 570% increase in new customers through a long-term measurement framework. Looking ahead, Matt reflects on how AI is already embedded in measurement tools and why the future lies in more continuous, real-time models. He also shares advice for clients on how to get started, and for…

People in this episode

Host: Lloyd Dunstall

Guest: Matthew Nixon

Topics covered

• marketing analytics
• incrementality
• Marketing Mix Modelling
• data measurement
• business growth
• analytics roles

Keywords

• incrementality
• Marketing Mix Modelling
• attribution
• marketing analytics
• data measurement
• business growth
• real-time models

Mentioned in this episode

Organizations: Incubeta, Imperial London Hotels, Les Mills

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