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Episode 20: How Incrementality and MMM Are Changing Marketing Analytics
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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 candidates on combining technical know-how with strong communication to stand out.
Catch up on this episode and explore the full podcast series here: https://thedataandaipodcast.podbean.com/
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