Team Bonding and Better MMM Processes: HeroConf 2026

VP of Analytics Ben Vigneron is a popular guy on the performance marketing thought leadership circuit. Over the past couple of years, he’s been featured numerous times in the SMX and Martech series, and he’s got a monthly column on Search Engine Land – all thanks to his work in data modeling and analytics that he applies to Blackbird’s client accounts for differentiated results.

Earlier this month, his presentation at HeroConf, on building better MMM processes to harness the promise of a slew of free MMM tools, came with a bonus: face time with San Diego-area Blackbirdies, Account Associates Brendan McGloin and Kendall Campbell.

Especially for a remote team with a heavy emphasis on internal training, face time with no agenda besides having a little fun together is important to take when we can get it. 

Our main objective at the conference was to teach Ben’s audience how to design MMM tests for each of the free models (Robyn, Meridian, and PyMC) that produce more trustworthy insights to apply across marketing portfolios:

Ben, giving the people what they want.

…but a little healthy competition between Brendan and Kendall turned out to be a bonus.

That’s not the last time Ben will be on stage teaching marketers about smarter analytics, but if you don’t want to wait for his next star turn to get MMM traction in your accounts, reach out and ask for his HeroConf deck.