How we measure the effectiveness of marketing is evolving rapidly. AI and machine learning are increasingly becoming standard features, real-time optimization is replacing annual planning cycles, and privacy-first measurement is now an essential requirement.
In this event, we'll outline exactly what's changing, share our experiences with companies that are leading the way, and outline what it all means for you.
Wednesday, May 13, 2026
6–10 pm
FELD M office, Waltherstraße 23, Munich
You'll leave with a better understanding of:
What good marketing measurement looks like in 2026
Where common approaches and assumptions tend to fail
How current research challenges and sharpens industry practice
What to consider when starting or advancing your own measurement approach
This edition of FELD M Wissensdurst, structured in two halves with one session based on client insights and a second grounded in academic research, provides answers to and food for thought on these questions.
You don't need any deep prior knowledge. If you are looking for a more credible way to assess marketing impact, make better decisions, or build a stronger case internally, this event is for you.
Agenda
- Dr. Isabelle Kes, our resident measurement expert, will present on The art of the possible: Delivering value with marketing measurement in an imperfect reality.
- Nico Neumann, Associate Professor at Melbourne Business School, will present a session on The Seven Deadly Sins of Marketing Mix Modelling.
- The sessions will be followed by a Q&A, plus networking over drinks and food.
This in-person Wissensdurst is for people who need better answers to difficult marketing measurement questions.
It is particularly relevant for:
No deep prior knowledge is required. If you are looking for a more credible way to assess marketing impact, make better decisions, or build a stronger case internally, this event is for you.
Most marketing teams start with the same wish: one model that quantifies the correct impact of each channel, answers every budget question, refreshed in real time, trusted by the CFO and all stakeholders. Reality looks different: non-linear funnels, complex omni-channel business models, promotions tangled with paid media, customer targeting to integrate, governance to navigate.
In this session, we'll walk through what marketers wish for, what shows up in real projects, and when a custom MMM combined with continuous experimentation beats the off-the-shelf shortcut. Practical, honest, and with stories from the trenches.
FELD M Wissensdurst is a series of free, in-person events created to encourage the exchange of knowledge and experience between FELD M, external experts, partners, and clients.
Each edition brings together perspectives from practice and research on current topics in data, analytics, and AI — creating space for discussion, new ideas, and meaningful conversations in an elevated setting.
Following the sessions, guests have time to network, continue the discussion, and deepen their knowledge in a relaxed atmosphere.
Nico Neumann is Assistant Professor of Marketing and Fellow for the Centre for Business Analytics at Melbourne Business School. His research and expertise revolve around marketing automation, business analytics, and marketing measurement. Nico has published in top-tier academic journals and is a frequently invited keynote speaker at leading industry events.
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Dr. Isabelle Kes has advised FELD M clients across industries on data strategy and marketing measurement for over a decade. She also teaches at Hochschule München (Munich University of Applied Sciences) and IHK Nord-Westfalen (North Westphalia Chamber of Commerce and Industry).
