In this AI Insiders session from the AI Marketers Guild, Michael Kingston, founder and CEO of Seeda.io, shares how his team is making marketing mix modeling (MMM) smarter and more actionable for brands.
Michael walks through how Seeda helps marketers unify messy, siloed data, build custom models using Bayesian machine learning, and shift from attribution toward more reliable measurement. The platform delivers insights on seasonality, saturation, channel return on investment (ROI), and a new calibrated return on ad spend (ROAS) metric called iFactor—helping teams find the sweet spot in their marketing mix and budget allocations.
The session includes a full walkthrough of Seeda.io’s MMM platform and addresses critical questions like in-house vs agency-led analytics, the limits of in-platform ROAS, and when to start testing new channels.
If you’re navigating a fragmented martech stack and want clearer answers from your data, this session is for you.