# How Georgia Pacific Modernized Its Marketing Mix Modeling

Page: https://stenobird.com/podcast/next-in-media-470115/how-georgia-pacific-modernized-its-marketing-mix-modeling
Text version: https://stenobird.com/podcast/next-in-media-470115/how-georgia-pacific-modernized-its-marketing-mix-modeling.md
Podcast: [Next in Media](https://stenobird.com/podcast/next-in-media-470115)
Published: 2026-06-11T09:00:00+00:00
Episode link: https://next-in-media.simplecast.com/episodes/how-georgia-pacific-modernized-its-marketing-mix-modeling-ktVYmAd7
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JSON: https://stenobird.com/v1/public/podcasts/next-in-media-470115/episodes/how-georgia-pacific-modernized-its-marketing-mix-modeling
Duration seconds: 1336

## Resource

Georgia Pacific’s Javier Bustillos breaks down the hard realities of modern media, revealing how the consumer goods giant tackles walled-garden measurement gaps, modernizes in-house Marketing Mix Modeling, and tests AI capabilities without sacrificing human oversight.

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## Transcript

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