Marketing mix modeling has proven to be an important practice in driving bottom line performance among leading retail and consumer goods companies. However, the complex technique of using ...

Like the measurement industry it tracks, Forrester’s Cross-Channel Attribution Wave has evolved. Now dubbed the Marketing Measurement and Optimization Solutions Wave, Forrester noted a migration ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Alice K. Sylvester, Partner at Sequent ...

American Express is meeting measurement attribution challenges by investing in new technologies and shifting from a multi-touch attribution model to a marketing mix modeling one. Explore the brand’s ...

A research paper I recently came across, " The Evaluation of Marketing Mix Elements: A Case Study*," highlighted some potential gaps that influence the effectiveness of marketing strategies—and, I ...

Fifty years ago, optimizing the media mix was relatively easy. Companies could select from a mix of national and local magazines, newspapers, broadcast television networks, radio and large industry ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

Multi-touch attribution (MTA) has officially gone the way of the dinosaur. As data privacy restrictions like Apple’s App Tracking Transparency (ATT) and Google’s elimination of cookies inhibit the ...