Rishad Tobaccowala, author, speaker
and former long-time Publicis guru, has joined the board of Australian marketing-mix modeling (MMM) developer Prophet.
Prophet's MMM models are based on "digital clones" of each customer's
business to simulate real-world marketing-mix outcomes.
"Too often, the ways companies try to understand their markets give them answers to the wrong questions, or answers that arrive too
late," Tobaccowala says in a statement announcing his appointment.