# 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

Page: https://stenobird.com/podcast/unpacking-the-digital-shelf-256460/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
Text version: https://stenobird.com/podcast/unpacking-the-digital-shelf-256460/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.md
Podcast: [Unpacking the Digital Shelf](https://stenobird.com/podcast/unpacking-the-digital-shelf-256460)
Published: 2026-01-05T12:00:00+00:00
Episode link: https://salsify.simplecast.com/episodes/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-Er2hmTt_
Audio file: https://cdn.simplecast.com/audio/5847aebd-e31e-4be3-adcb-ef42570bf04f/episodes/91b6a2d2-285d-4488-802e-080db81bdab9/audio/7728965b-918c-4bfe-8c2b-b2781d14c2d8/default_tc.mp3?aid=rss_feed&feed=DdZHgFDt
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Duration seconds: 2970

## Resource

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.

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