‘It’s given us a lot of credibility within the business to keep pushing’: Samsung Australia’s Carl Bunn on using MMM to prove what’s working – and win over sceptics
This podcast episode chronicles Samsung Australia's transformative journey in adopting econometrics and market mix modeling, highlighting the shift from initial skepticism towards a data-driven culture that emphasizes real-time insights and effective collaboration. Carl Bunn explores how the implementation of Mutinex has enabled quicker, evidence-based marketing adaptations, while agency partner Lilian Sor underscores the significance of trust and a unified data interpretation for deeper collaboration. The discussion weaves in the complexities of bridging data with creative processes, showcasing successful campaigns like Flipvertising that highlight the synergy of creativity and data. Ultimately, the conversation pushes for a paradigm shift in marketing effectiveness, advocating for a future where data informs strategic decision-making and reinforces the value-driven role of marketers.
