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From guesswork to growth: how MMM transforms your strategy

Move beyond assumptions and uncover the real impact of every channel. Learn how to optimize ad spend, boost ROI and lead with data-backed decisions.

Master Class English
When 4 June 2026
09:30 - 12:30
Location UBA Buro & Design Center
Esplanade 1 Box 8
1020 Brussels

Introduction

In today’s fragmented media landscape, understanding what truly drives business results has never been more critical. Marketing Mix Modeling (MMM) reveals the true impact of your marketing investments, empowering you to make confident, data-driven strategic decisions.

Join Bart De Pauw, Chief Business Intelligence Officer at WPP Media, for an exclusive Master Class that demystifies MMM and makes it accessible to every marketer. No statistics knowledge required.

Are you ready to move beyond gut feeling and guesswork? Discover how MMM can future-proof your marketing strategy and unlock the full potential of your budget.

What will you learn?

  • The foundations of MMM: how it works, what data it uses and how it differs from attribution and experimentation.
  • Smart budget allocation: identify which activities truly drive growth and optimise spend for maximum business impact.
  • ROI clarity: understand the true return of every marketing lever you pull.
  • Actionable insights: learn how to identify the most effective channels, translate MMM results into impactful strategies and scenario planning, and use them to drive smarter budget allocation and stronger agency collaboration.

For whom?

This Master Class is aimed at advertisers, brand managers, communication managers, media managers and marketing professionals who want to strengthen their approach in measuring and evaluating the impact of their media strategy.

Language

The training will be given in English and the slides of the presentation will be in English as well.
Participants may respond in the language of their choice.

Speakers

  1. Bart De Pauw

    Bart De Pauw

    Chief Business Intelligence Officer at GROUPM
    Bart De Pauw is a media professional with more than 35 years of experience. He is Chief Strategy Officer at WPP Media and he also runs his own consultancy firm. Bart is also our trusted moderator at the UBA Media Date.
    Bart De Pauw

    Bart De Pauw

    Chief Business Intelligence Officer at GROUPM

    Bart De Pauw is a media professional with more than 35 years of experience. He is Chief Strategy Officer at WPP Media and he also runs his own consultancy firm. Bart is also our trusted moderator at the UBA Media Date.

Register

No tickets available

Prices

  • UBA member: Free. The participation fee is included in your company's annual membership contribution.
  • Standard: € 430 (excl. VAT).
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