Watch this exclusive conversation between Kasper and Lily Chiu-Watson, Senior Director of Product Marketing at Adobe, as they talk about how Adobe Mix Modeler (AMM) is changing the way brands measure media performance.

About the session

Media budgets are under more pressure than ever. Yet, most marketers still struggle to answer one simple question: What’s actually working?

In this interview, Lily talks about how Adobe Mix Modeler fits into the marketing measurement landscape and why it’s built differently to help brands unlock more value from their investments.

What we'll cover

What is Adobe Mix Modeler? How it works, why it matters, and the challenges it's built to solve.

How AMM fits into Adobe’s ecosystem: Where it complements tools like AJO, Real-Time CDP, and Customer Journey Analytics.

Client use cases: Real stories from organisations using AMM to get more from their media investments.

MMM vs attribution: How AMM compares with other measurement tools, and when each approach makes sense.

Working with first-party data: What’s required to get started and how AMM uses data from AEP.

Team setup and ownership: Who needs to be involved internally for Mix Modeler to succeed.

Future roadmap: A peek into where AMM is heading next, including AI automation and new capabilities.

Who Should Watch

- Brands looking to get serious about marketing measurement

- Marketing and media leaders

- Analytics and data teams

- Anyone exploring Adobe Experience Platform

Check out the on-demand mini masterclas👇