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
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
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