MediaPost: Analysis Finds Nielsen Data Used By Modelers Undercounts TV’s ROI By As Much As 20%

posted in: In the News | 0

Originally published in MediaPost.  By Joe Mandese A first-of-its kind analysis of TV audience data used by modelers to measure the return on investment (ROI) for ad spending found that it is sorely lacking, and in some cases misrepresents TV’s … Continued

Combining Marketing Mix and Attribution Models

posted in: Research | 0

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