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From Spreadsheets to AI: H&R Block Transforms Marketing with Mix Modeler
In-Person On-Demand Session
From Spreadsheets to AI: H&R Block Transforms Marketing with Mix Modeler - S106
Speakers
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Amanda Diamante
Sr. Product Manager, Adobe
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Kristen Harris
Director of Marketing Data, Analytics and Technology, H&R Block
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Session Resources
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About the Session
Marketing moves fast, so your measurement should too. Join H&R Block to hear how they replaced manual spreadsheets and traditional marketing mix modeling with an AI-powered measurement engine built on Adobe Mix Modeler. Ahead of the 2026 tax season, the team reimagined how they plan, measure, and optimize marketing performance. Get a behind-the-scenes look at how H&R Block uses AI-driven insights to make faster investment decisions, identify channel synergies, and optimize campaigns while they’re live — not months later. Learn how they moved from slow, retrospective analysis to real-time insights that improve efficiency, unlock cost savings, and help marketers move faster with confidence.
Key takeaways:
- How H&R Block operationalized AI-driven marketing measurement with Adobe Mix Modeler
- Lessons from moving beyond spreadsheets and traditional MMM
- How channel synergies and real-time insights drive smarter planning and better ROI
Industry : Financial Services
Technical Level: Intermediate
Track: Analytics
Content Category: Case/Use Study
Audience : Developer, Executive, Marketer, Martech Professional, AI Strategy/Technology , Product Marketer
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