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As seen in CMO.com.au:
Marketing mix modelling (MMM) has not only seen McDonald’s investing more into media in Australia, it’s been the foundation for demonstrating creative’s impact, its head of global media accountability and ROI claims.
Speaking at the IAB MeasureUp conference in Sydney on 29 October, the QSR’s Chris Graham took attendees through the journey he’s been on to ensure everything McDonald’s does in the media space delivers a growing return and ladders up to business outcomes. While operating as a decentralised business, he explained his role is to establish best practice and guidelines helping marketers across McDonald’s globally better select and optimise media efforts.
Key principles include having strong measurement in place, building values around transparency, and good agency management practices.
As a way of cracking the onerous ROI question, McDonald’s adopted market mix modelling (MMM) globally two years ago via a partnership with Analytic Partners. The collaboration stems off work the two organisations have been doing in Australia for more than five years.