How bonprix Built a Modern Marketing Measurement System | Masterclass with Google + Sellforte

A leading European fashion retailer rebuilt their marketing measurement across 16 markets. Here's exactly how. In this webinar, bonprix, Google, and Sellforte walk through what it takes to move from siloed, lower-funnel attribution to a fully unified measurement system that drives ongoing budget decisions. Originally a top-rated masterclass at OMR 2026, now brought to a wider audience. Featured speakers: Anika Kreißl — Team Lead Display, Retargeting & Affiliate, and Project Lead Measurement at bonprix. Anika led the nine-month measurement project at bonprix, evaluated more than 30 vendors, and brought marketing, sales, and finance into one cross-functional team. Friederike Thackwell — Senior Industry Manager at Google, leading Google's MMM Partner program. Friederike shares the wider context on what separates leaders in measurement maturity, drawing on BCG research and her work with hundreds of advertisers. Juha Nuutinen — CEO and Co-Founder at Sellforte, former BCG consultant with over a decade of experience in econometric modeling and marketing measurement. Juha covers the technology that operationalizes the measurement triangle. What you'll learn: 1. Why only 9% of advertisers are leading in measurement maturity, and what BCG research shows they do differently (3.4x more EBITDA growth) 2. How the measurement triangle (attribution, MMM, incrementality) only works when calibrated together 3. How bonprix kept their existing dynamic attribution and layered MMM and incrementality on top, rather than rebuilding from scratch 4. How to make measurement a company-wide priority with finance and leadership buy-in from day one 5. The MVP mindset that let bonprix launch at 90% readiness instead of waiting for perfect data 6. How Sellforte connects incrementality experiments into MMM and into daily campaign-level bid changes Chapters: 00:00 Welcome and intro 01:10 The measurement nightmare: 76% of advertisers are still in the early stages 04:06 The measurement triangle: attribution, MMM, incrementality 06:13 The football analogy: why all three lenses matter 08:37 The 9% leaders and 3.4x EBITDA growth (BCG research) 09:54 The bonprix story begins 11:00 Strategic foundation: 16 markets, full marketing mix 23:36 The technology layer: how Sellforte operationalizes the triangle 24:39 Incrementality experiments and the causal truth 29:33 Closing the loop: attribution as actionable execution 32:10 Panel discussion: turning MMM from passive report into daily decisions 35:16 Live audience Q&A About Sellforte: Sellforte is the measurement and optimization OS for ecommerce and retail, designed for brands spending $50M+ on paid media. Trusted by leading brands including FCP Euro, Represent, bonprix, Intersport, Douglas, and PPG Paints, Sellforte unifies MMM, incrementality testing, and attribution into one operating system. 👉 Learn more at sellforte.com 👉 Book a 30-minute kick-off call: https://meetings.hubspot.com/sellfort... #MMM #MarketingMixModeling #MarketingMeasurement #Ecommerce #Retail #Attribution #Incrementality