Webinar with Myndo: what an MMM measures, and where to allocate the next budget.
What it cannot measure, and a budget reallocation scenario read live on screen. Hosted by Myndo, whose platform already holds the kind of data a model like this needs.
- 25 November 2026
- 11:00 CET
- 45 minutes
- In Italian
- Free
- Registration on myndo.it
Why we’re running this session with Myndo.
What Myndo does
Myndo is where its clients’ media and investment data already sits in one place, planning, buying and spend control, in a single record.
What AD cube does
The AD cube Marketing Mix Model measures how much each channel really contributed to business results, online and offline, and simulates where the next budget should go.
Why the combination matters
A Marketing Mix Model needs about two years of clean cross-channel history, and assembling it is where most projects stop, for a Myndo client that work is already done.
Who this is for.
You decide how the advertising budget is distributed, and you have to account for that decision to someone else: a marketing director, a CMO, a head of media, or the analyst who builds the numbers behind it.
Your spend covers both online and offline channels, at volumes where reallocating 10% means moving a material sum.
What you’ll be able to decide afterwards.
Understand what is actually driving growth.
Which channels contribute to business results and which only look active, online and offline, with seasonality and market conditions accounted for.
Decide where the next budget goes.
Move investment between channels, markets and periods on evidence, before the spend is committed.
Test a plan before committing to it.
See what the model expects to happen to results when the allocation changes, and choose the scenario you can stand behind.
Explain and defend the decision.
A stated method behind the plan, so marketing, finance and management read the same reasoning.
25 November 2026 · 11:00 CET
Register on myndo.itHow the 45 minutes are spent.
00–05
The question on the table
Why the budget conversation stalls, and what kind of evidence would settle it.
05–20
What a Marketing Mix Model measures
Channel contribution with seasonality, market conditions and cross-channel effects accounted for, and, just as usefully, what the model cannot tell you.
20–35
From measurement to next quarter
A scenario read through live: what the model expects to happen to results when budget moves between channels, at weekly granularity.
35–45
Questions
Open Q&A with Alessandro Nuara and Giorgia Palazzo.
Who’s presenting.
Alessandro Nuara
CEO and co-founder, AD cube
Ph.D. from Politecnico di Milano and founder of ML Cube. The models he’ll be describing come out of the research group he built them in, which is the reason he can explain the method rather than the marketing around it.
Giorgia Palazzo
CMO and co-founder, Myndo
Before co-founding Myndo she led digital on the agency side, running teams of media planners and account managers on Italian and international enterprise clients.
Part of a wider series.
This session is one of seven in Data Marketing Ecosystem, a series Myndo curates from September to December 2026, each episode with a different partner on a different part of the data chain.
One registration covers all seven.
Myndo publishes the full programme, the dates and the registration form on its own page.
See the full series on myndo.it →Where to go from here.
Register for 25 November, or read how the model works and come back to the session later.