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

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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

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.

4A’s Data Summit

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February 7, 2017 | Convene – 32 Old Slip, NYC Alice Sylvester, from Sequent Partners, joins Cross Channel ROI and Attribution: The Road Ahead panel led by Jane Clarke, CEO, Managing Director, Coalition for Innovative Media Measurement.