Join us for an exclusive event, The Future of Marketing Mix Modelling, hosted by Artefact and Google on 2nd December 2025 in London.
This evening will bring together senior marketing leaders and experts to explore the future of modern measurement and marketing effectiveness, including:
✔️ The evolution of Marketing ROI and the interplay between Incrementality Testing, Multi-Touch Attribution, and Marketing Mix Modelling (MMM)
✔️ Meridian – Google’s next-generation open-source MMM solution: why it matters now
✔️ Real-world MMM client case studies and lessons learnt
✔️ Live perspectives from industry peers on the current state, challenges, and opportunities of holistic marketing measurement
Why attend?
You’ll gain first-hand insights from experts, learn practical approaches from client cases, and connect with peers facing similar challenges in marketing measurement.
Agenda
17:30 – 18:00 | Welcome Drinks
18:00 – 18:15 | Opening Remarks
18:15 – 18:45 | MROI: The Triangle of Incrementality Testing, Multi-Touch Attribution and MMM
18:45 – 19:00 | Live Poll: Holistic Marketing Measurement: Status Quo, Challenges & Strategies
19:00 – 19:30 | Introducing Meridian: Google’s Next-Gen MMM Solution – Why Now?
19:30 – 19:50 | Fireside Chat
19:50 – 20:00 | Client Case Studies : Lessons from Real MMM Projects
20:00 – 21:00 | Networking
📍 Location: 17th Floor, 5 Aldermanbury Square, London, EC2V 7HR
📅 Date: 02/12/2025
🎤 Google Speakers
Dimitar Mitev | Effectiveness Activation
Aleksandra Algina | Google UKI MMM Lead
Harriet Williams-Lowe | Google UK MMM Lead
🎤 Artefact Speakers
Mark Smith | Chief Client Officer and Managing Director at Artefact
Sid Mohan | Director of Data Science at Artefact
Maxence de Bigault Casanove | Senior Data Scientist at Artefact
