Webinar: Best Practices for Incorporating Digital in Your Marketing Mix Models

Join us on Thursday, February 21st at 10:30am PT for this exclusive webinar!

William Merchan, CMO of Pathmatics, and Marc Vermut, VP of Market Strategy at Neustar will discuss best practices for incorporating digital data into marketing mix modeling solutions, including:
  • Challenges in data access and availability driving adoption of marketing mix modeling
  • How share of voice impacts marketing mix results
  • Why brands using this approach see improved results

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Meet Your Presenters 


William Merchan, CMO - Pathmatics


William Merchan is a data science, marketing analytics, advertising technology and startup veteran having built products and grown teams at DataScience.com, MarketShare and Yahoo!.

Most recently, under William’s leadership, DataScience.com successfully launched and scaled an enterprise data science platform resulting in the sale to Oracle in May of 2018. At MarketShare he served as SVP of Strategic Alliances and GM of Dynamic Pricing, where he oversaw global business development and partner relationships, and successfully led the company to a $450 million acquisition by Neustar. William holds a BS in Business from the University of California Berkeley and an MBA from the Kellogg School of Management at Northwestern.



Marc Vermut, VP, Market Strategy - Neustar

marcMarc Vermut is VP, Market Strategy at Neustar and is responsible for our Retail solutions, helping brands make better marketing investment decisions. He previously was responsible for the deployment of Neustar Marketing Solutions across identity, segmentation, activation and measurement, which deliver strategic and investment insights to senior client management.

Prior to Neustar, Marc provided strategic and financial advisory support to film, live entertainment and digital distribution companies, including Participant Productions and Twentieth Century Fox. He began his career at PricewaterhouseCoopers, advising on M&A and corporate finance transactions, focused on the telecom, technology and entertainment industries. Marc has a Bachelor’s degree from the Wharton School at the University of Pennsylvania and an MBA from the UCLA Anderson School of Business.


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