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

Marketing Measurement Evolves:

posted in: Research | 0

Jim Spaeth and Alice K. Sylvester from Sequent Partners were published as part of the RAB Radio Impact Reports Series.  Their paper, “Marketing Measurement Evolves: Why You Should Care about Multi-Touch Attribution is a preview of the industry’s Attribution Accelerator Forum in … Continued