Luke Postlethwaite

Insight Director

LIV Golf

Luke Postlethwaite is the Insight Director at LIV Golf where he oversees a team responsible for global brand, comms and event insight, helping the league grow its following through data and fan-led strategy. Prior to joining LIV Golf, Luke spent 15 years working with some of the world's biggest media and entertainment brands in both agency and client side roles, including strategic insight positions at Sky and DAZN.

Sessions

Apr 29

12:20 PM - 12:40 PM EDT

Green Stage

Quantitative Research

Media

Marketing & Advertising

Driving Results: How LIV Golf Tees Up Media Strategy with MMM

Go behind the scenes with Miix Analytics and LIV Golf as they apply marketing mix modeling to optimize media spend, boost ticket sales, and drive viewership across a growing global tour. Join ROI and MMM expert Hilary Borndahl and Luke Postlethwaite, Insight Director at LIV Golf, as they share how advanced analytics are powering smarter decisions in sports marketing. This case study demonstrates the real-world impact of MMM on brand, communications, and event strategy.
Key Takeaways:
1. See how modern MMM can be used to optimize media strategy across channels - beyond just reporting to driving ticket sales and viewership.
2. Learn how to collaborate effectively between brand, insights, and analytics teams to translate data into action.
3. Gain inspiration from a real-world application of advanced analytics in the dynamic world of sports marketing.

Also speaking

Hilary Borndahl

Founder & CEO, Miix Analytics Inc.

Speaker

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