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)” Accurate … Continued
A White Paper For The Coalition for Innovative Media Measurement and The 4AsWhat 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 … Continued
February 16, 2017 | New York, NY Jim Spaeth and Alice Sylvester of Sequent Partners will be presenting the findings of a new CIMM study on Best Practices in Multi-touch Attribution and ROI Analyses. Join us for the 6th … Continued
Admap – December 2016Attribution 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 still … Continued
ObjectivesOur objective is to provide the Council for Research Excellence an in-depth understanding of the principle methods currently used to estimate advertising ROI and take actions, such as budget allocations, on the basis of those estimates.An impartial assessment is made of the strengths, … Continued