Episode
Beyond the Traditional Marketing Mix with Ben Galvin, Sr. Director of Omnichannel Retail Sales & eCommerce at Monster Energy Corporation, Ash McMullen, Head of eCommerce at Advantice Health, and Donna Sharp, Managing Director at MediaLink
- Podcast
- Unpacking the Digital Shelf
- Published
- Jan 5, 2026
- Duration seconds
- 2970
- Processing state
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Summary
As retail media spending explodes and traditional measurement methods struggle to keep pace amidst inconsistent KPIs across retailers, marketing mix modeling (MMM) finds itself at a critical crossroads. New research from MediaLink and the Digital Shelf Institute lays out the challenges and evolving best practices in MMMs to transform marketing mix models from a quarterly planning tool into a dynamic, real-time strategic asset. This is an audio rebroadcast of a webinar focused on that research, led by Lauren Livak Gilbert, featuring Ben Galvin, Sr. Director of Omnichannel Retail Sales & eCommerce at Monster Energy Corporation, Ash McMullen, Head of eCommerce at Advantice Health, and Donna Sharp, Managing Director at MediaLink.