From their early days as Young Turks in Y&R's fabled media
department through the emergence of powerful marketing analytics and attribution models Jim Spaeth and Ed Dittus helped shape the ad industry's most sophisticated modeling techniques through the 80s,
90s and 2000s.
As founder of MMA, Dittus built the first truly scalable marketing mix model service, effectively transforming the way big marketers -- especially CPG giants -- measured the
return on advertising and media spending.
During his tenure as president of the Advertising Research Foundation, and later as a founder of Sequent Partners, Spaeth shaped the evolution of
marketing analytics from its roots in MMM through attribution and incrementality modeling to the cusp of AI-powered analytics.
The two came out of quasi-retirement to sit down and share their
thought about the role AI is playing -- and may or may not play -- in the future of marketing analytics, for both good and bad.
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