Combining Marketing Mix and Attribution Models

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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

Marketing Measurement Evolves:

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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

TV of Tomorrow

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 December 8, 2016Jim Spaeth joins other Industry leaders on a TVOT panel – Taking Measure of Viewing Measurement – at 1:05 pm in the Silas Theater 

Current State of Marketing Mix Models

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  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

ROI Driven Programmatic

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IN BRIEFAdvertising ROIs, as measured in marketing mix models, are marginal on average.  Anecdotal evidence suggests that this may be getting worse.  There is an opportunity to use emerging ROI related analytics and metrics to guide better media/advertising decisions, reversing … Continued