A White Paper For The Coalition for Innovative Media Measurement and The 4As
What is the current state of marketing/media ROI analysis – and marketing mix models and attribution?
That's what we set out to determine. We interviewed industry experts and issued an RFI to research providers throughout the industry. What did we learn? The promise of attribution is compelling.As one marketer said; “We are looking into adapting marketing mix modeling into something more dynamic and useful – more like attribution.” And marketers are willing to experiment and learn."We're on Year 2 of a 5-year journey." But there is a lot more to be done and our paper provides a roadmap and important next steps for the media measurement and analytics industry.