ACCELERATING THE JOURNY TO ATTRIBUTION OCTOBER 12, AT TIME INC., 200 LIBERTY STREET, NYC Many of the advertisers we speak with tell us that they are excited about the promise of attribution modeling to guide more profitable marketing decisions. They … Continued
Sequent Partners is very proud of this study — Radio Drives Search! Conducted with MediaMonitors and In4mation Insights, for the RAB. We found that radio advertising generated incremental branded Google search volume. Twenty-Nine percent incremental branded search volume across the … Continued
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
Read as PDF: Marketing Mix Models and Attribution Modeling Marketing Mix Models Attribution Modeling Positives Gives the organization, particularly finance, confidence Agile and dynamic Evaluates all marketing expenditures on the same basis is … Continued
BY STEVE ELLWANGER ON FEBRUARY 22, 2017 The good news about media ROI analysis is a narrowing gap between traditional marketing mix models and digital attribution models. The less-than-good news regarding an integrated, cross-platform solution: confusion among users is common and … 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
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.
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