Lauri Potka

Lauri Potka

Lauri Potka is the Chief Operating Officer at Sellforte, with over 15 years of experience in Marketing Mix Modeling, marketing measurement, and media spend optimization. Before joining Sellforte, he worked as a management consultant at the Boston Consulting Group, advising some of the world’s largest advertisers on data-driven marketing optimization. Follow Lauri in LinkedIn , where he is one of the leading voices in MMM and marketing measurement.

Posts by Lauri Potka
Calibrating Marketing Mix Models with Experiments and Attribution data
Calibrating Marketing Mix Models with Experiments and Attribution data
Marketing Mix Modeling

Calibrating Marketing Mix Models with Experiments and Attribution data

Aug 12, 2024 10 min read
Marketing budgeting season is here with five best practices to follow.
Marketing budgeting season has started! Follow these five best practices
Marketing Mix Modeling

Marketing budgeting season is here with five best practices to follow.

Aug 12, 2024 5 min read
How Performance Marketers Use MMM to Maximize Campaign ROI
Maximizing Campaign Success: How Performance Marketers Use MMM to Boost ROI?
Marketing Mix Modeling

How Performance Marketers Use MMM to Maximize Campaign ROI

May 20, 2024 5 min read
Why these 3 Marketing Mix Modeling Myths are wrong?
Why these 3 Marketing Mix Modeling Myths are wrong?
Marketing Mix Modeling

Why these 3 Marketing Mix Modeling Myths are wrong?

May 13, 2024 4 min read
How to Set a Target ROAS That Reflects True Incrementality
How to set a Target ROAS that takes true incrementality of the campaign into account?
Marketing Mix Modeling

How to Set a Target ROAS That Reflects True Incrementality

Apr 28, 2024 4 min read
How Can You Unlock the Full Potential of MMM with Campaign Dimensions?
How to unlock the full potential of Marketing Mix Modeling: The crucial role of Campaign Dimensions
Marketing Mix Modeling

How Can You Unlock the Full Potential of MMM with Campaign Dimensions?

Apr 23, 2024 2 min read
Should You Include Branded Search Spend in Marketing Mix Modeling?
Should You Include Branded Keyword Paid Search Spend in Marketing Mix Modeling (MMM)?
Marketing Mix Modeling

Should You Include Branded Search Spend in Marketing Mix Modeling?

Apr 16, 2024 5 min read
Why Treating MMM as Just Data Science Can Lead You Astray?
Why treating MMM as just another data science project can lead you astray?
Marketing Mix Modeling

Why Treating MMM as Just Data Science Can Lead You Astray?

Apr 4, 2024 4 min read
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