Marketing measurement in gaming: mmm, attribution & experiments explained

What can gaming teach us about marketing measurement in fast-moving businesses? In this episode of Marketing Measurement Matters, Bill Grosso and Julian Runge break down how modern gaming companies approach measurement when traditional attribution models fall short. We explore how Marketing Mix Modeling (MMM), experimentation and incrementality are actually used in live gaming environments — and why these lessons apply far beyond gaming. You’ll learn: - Why attribution struggles in fast-changing, live products - How gaming teams combine MMM, experiments and incrementality - When experiments outperform attribution models - What marketers in any industry can learn from gaming measurement If you work with MMM, attribution models, or experimentation, this conversation offers a practical, experience-driven perspective on what really works. 🎙️ Guests: Bill Grosso & Julian Runge 🎧 Series: Marketing Measurement Matters #marketingmeasurement #marketingmix #mmm #attribution