On the glamour scale, statistical modeling attribution falls somewhere between flossing and pulling weeds. But for the team building a marketing mix model to guide the process of creating and managing ...

Keeping with the automobile analogies used in my August and September articles on attribution management, there are a couple different ways that you can direct your car from point A to point B. One is ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Alice K. Sylvester, Partner at Sequent ...

So said Sequent Partners’ Jim Spaeth, summing up the third day of the 2022 “Attribution & Analytics Accelerator” conference, co-hosted with the Advertising Research Foundation. “[Marketing-mix ...

Marketers have a lot of misconceptions about marketing mix modeling (MMM). But it’s far less expensive – and easier – to execute than it used to be. Deli meat brand Land O’Frost has been investing in ...

Google launched a new measurement tool for advertisers in anticipation of its plan to phase out third-party cookies later this year. Meridian, an open-source Marketing Mix Model (MMM), has been ...

Marketing mix modeling (MMM) is having a moment in marketing measurement. As privacy regulations limit user-level tracking, marketers are turning to it for reliable, cross-channel measurement. (We ...