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Riyad Khalil, Director - Middle East and North Africa, Adjust, talks about how predictive analytics, incrementality, and MMM form the new tech stack for marketers navigating rising acquisition costs and privacy-first regulations.
Marketing has become tougher with rising acquisition costs, tougher competition, and strict privacy rules. Traditional attribution alone no longer cuts it when budgets are under scrutiny and data signals arrive late. That’s where predictive analytics, incrementality, and Media Mix Modelling (MMM) step in.
“This is what a modern tech stack today looks like. You have the attribution for short-term, tactical optimisation on day-to-day basis and you have incrementality for the midterm… And then you have long-term and strategic optimisation with MMM to see how your entire marketing machine is performing altogether,” said Riyad Khalil, Director – Middle East and North Africa, Adjust.
Riyad took the stage at Vibe Marketing Tech Fest, Dubai 2025, to share how leading companies are achieving sustainable growth by leveraging predictive insights, measuring incrementality, and implementing scalable strategies.
Three things Martechvibe learned from his talk;
Predictive Analytics Enables Faster Optimisation
With acquisition costs doubling and data delays from privacy changes, predictive analytics is crucial. By reading early campaign signals through machine learning, marketers can optimise strategies faster, avoiding wasted spend and adapting before results are visible in traditional attribution.
Incrementality is the Gold Standard
Not every conversion is incremental. Incrementality testing separates genuine lift from cannibalised organic users. By asking “what if I didn’t run this campaign?” marketers gain confidence that budget is driving net new growth, ensuring spend scales only where impact is proven.
MMM Bridges Strategy with Attribution
Attribution helps with day-to-day optimisation, but it misses the bigger picture. Media Mix Modelling (MMM) fills that gap, factoring in offline channels, competitor activity, and seasonality. Combined, attribution, incrementality, and MMM create a framework for short-, mid-, and long-term growth decisions.
Watch the full video here.
