Accelerating Attribution

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Attribution, according to the Coalition for Innovative Media Measurement (CIMM) Lexicon, is “the reason that a prospective customer does what they do. More specifically, why they came to the site, entered the funnel, and performed a given action. (Source: Mediamath)”  … Continued

Current Practices in Attribution And ROI Analysis

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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? Read More

Driving Profitable Growth with Full Customer Attribution Modeling

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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.

Combining Marketing Mix and Attribution Models

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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

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