Podcast: The ForeCast with Guest Will Parker, Chief Strategy Officer, Leavened
10.29.25
In this episode of The Forecast, host Morgan Willis speaks with Will Parker, Chief Strategy Officer of Leavened, about the intricacies of marketing measurement, particularly focusing on Marketing Mix Modeling (MMM). They discuss the differences between MMM and deterministic attribution, the challenges of real-time MMM, and the importance of integrating various measurement strategies. Will emphasizes the need for brands to hold all media accountable and the critical role of AI in enhancing marketing measurement. The conversation also touches on the importance of marketing expertise and the future of marketing measurement in a rapidly changing landscape.