On November 13, the Mobile & App Masterclass in Amsterdam hosted a captivating fireside chat featuring Louise Verschuren, Founder of Wuzzon, in conversation with Raymond Castillo, Head of Marketing Analytics at Picnic.

The discussion explored key strategies for navigating marketing measurement and analytics in the evolving digital landscape.

Key topics discussed

1. Build vs. Buy Decisions
   Castillo shared his framework for deciding whether to build marketing measurement tools in-house or to invest in third-party solutions.
2. Validating third-party solutions
   Addressing the complexities of third-party tools, Castillo outlined a structured process for testing and implementing these solutions.
3. Incrementality testing
   Castillo delved into Picnic’s journey toward user-level incrementality testing, discussing the challenges and breakthroughs of this transition.

The fireside chat offered attendees valuable insights into advanced marketing analytics, with practical advice for tackling industry challenges.