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The ARF

Thinking About Unified Measurement?
21 Oct 2020

Thinking About Unified Measurement?

by Alice Sylvester | posted in: Events | 0

So are we! Five years ago, Forrester defined unified measurement as a blended statistical technique that assigns value to each element of the marketing mix at both a strategic and tactical level.  Despite the obvious appeal of a single model, … Continued

marketing mix models, multi-touch attribution, roi, The ARF
MTA:  Marketers Talk Attribution at ARF Event
30 Jan 2019

MTA: Marketers Talk Attribution at ARF Event

by Alice Sylvester | posted in: In the News | 0

Sequent Partners will moderate panels of five major marketers—AIG, Coca Cola, HSBC, Johnson & Johnson and MillerCoors on February 6th, 2019.  The marketers will share how their organizations are approaching attribution and generating actionable results. The discussion will center around … Continued

attribution, MTA, The ARF
Women In Analytics:  AI & Machine Learning
23 Feb 2018

Women In Analytics: AI & Machine Learning

by Alice Sylvester | posted in: Events | 0

February 28, 2018 — AI and “machine learning” are ubiquitous in attribution and marketing mix modeling today.  What does it mean, though? An ARF Women in Analytics event in California will focus on the use of AI and machine learning … Continued

artificial intelligence, The ARF, women in analytics

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