While „triangulation“ has become the latest buzzword in holistic marketing measurement, its implementation in the corporate world is far from straightforward. This session cuts through the hype to reveal the genuine challenges and opportunities in adopting a triangulated approach using attribution, Media Mix Modeling, and incrementality tests. Drawing from real-world experiences at Douglas, Yael Farkas (Douglas Service GmbH) and Dr. Isabelle Kes (FELD M GmbH) will discuss the hurdles faced, strategies employed, and critical insights gained during this complex process. Learn how to anticipate potential pitfalls and leverage key learnings to streamline your journey towards next-generation marketing measurement.