The Fundamentals of Incrementality: AI Can’t Measure It if You Can’t

​AI is not a magic solution. Join Lyndsay Weir, Chief AI, Analytics and Insights from Barilla as she shares how the brand moved away from outdated last-click and multi-touch attribution (MTA) models to build a robust, unified measurement framework. Lyndsay will detail how to balance short-term signals, mid-term incrementality, and long-term marketing mix modeling (MMM), and will share why successful measurement requires equal commitment to a "triangle" of culture, technology, and partnerships, and the essential data foundations needed before deploying AI.