{"version":"1.2.0","chapters":[{"startTime":0,"endTime":390,"title":"Introducing Tom & Marketing Measurement"},{"startTime":390,"endTime":742,"title":"Understanding Multi-Touch Attribution (MTA)"},{"startTime":742,"endTime":1340,"title":"The Case for Incrementality Testing"},{"startTime":1340,"endTime":1650,"title":"Exploring Media Mix Modeling (MMM)"},{"startTime":1650,"endTime":1937,"title":"Navigating Budget Cuts and Marketing Spend"},{"startTime":1937,"endTime":2145,"title":"Understanding Incrementality Vs. Attribution"},{"startTime":2145,"endTime":2416,"title":"The Importance of Cost Per Incremental"},{"startTime":2416,"endTime":2649,"title":"How to Get Started with MMM"},{"startTime":2649,"endTime":2850.904,"title":"Final Thoughts"}]}