March 29, 2017 The promise of attribution is compelling — analytics at the tempo and granularity of management decision making. Its defining characteristic is that it operates at the individual level — and brings consumer insights back into marketing.
Admap – December 2016 Attribution modeling has emerged as a more agile, dynamic and granular alternative to the lumbering, macro marketing mix models of the past and moves us on from measuring to managing ROI. But while the science is … Continued
Jim Spaeth and Alice K. Sylvester from Sequent Partners were published as part of the RAB Radio Impact Reports Series. Their paper, “Marketing Measurement Evolves: Why You Should Care about Multi-Touch Attribution is a preview of the industry’s Attribution Accelerator Forum in … Continued
IN BRIEF Advertising ROIs, as measured in marketing mix models, are marginal on average. Anecdotal evidence suggests that this may be getting worse. There is an opportunity to use emerging ROI related analytics and metrics to guide better media/advertising decisions, … Continued