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TWICM 207: Samsung Ads’ Matt Butts on Marketing Science and the Rigour Behind Better Decisions
Matt Butts, Head of Marketing Science at Samsung Ads Europe, joins That’s What I Call Marketing to discuss marketing science, incrementality, connected TV measurement and why rigorous testing matters more than a positive result. This episode explains how marketers can move beyond convenient metrics, design better experiments and connect advertising activity to meaningful business outcomes. Matt also explores how changing television behaviours are reshaping media planning, audience measurement and the role of connected TV.
In this episode, we cover:
– Why marketers often measure metrics…
The skinny
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