November 30, 2016
Time Inc. in New York City
Sequent Partners Organized The First Event Ever Dedicated To Attribution Modeling, In Cooperation With Greenbook.
Marketing mix modeling and digital attribution are powerful tools that help us understand which touchpoints drive consumer conversions. But they need to evolve. As attribution moves beyond digital, it needs comprehensiveness and scientific rigor. As marketing mix modeling moves beyond traditional, it needs more granularity, timeliness, and actionability.