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»Marketing Mix Modeling

3 Questions Marketers Need To Ask About Marketing Mix And Attribution Modeling

“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 Partners. Marketing is too complex today to be decoded by the naked eye. Machine learning and statistical models have evolved to provide an extremely… Continue reading »
by AdExchanger Guest Columnist // April 8th, 2022 //
»
Amex Is Planning For The Cookieless Future With An Eye On MMM

American Express has been investing in measurement technology to try and give credit where credit is due. The increase in regulatory scrutiny, the end of third-party cookies and the paucity of other identifiers means that “what used to work doesn’t work anymore,” said Abhi Juneja, VP of performance marketing and ad tech data science at… Continue reading »
by Allison Schiff // March 16th, 2022 //
»
Marketers, You Can Do Better Than Multitouch Attribution

“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 Jason Wulfsohn, CEO and co-founder of AUDIENCEX. Digital media is a blessing and a curse: It offers unlimited ways to reach highly targeted audiences at scale. But how do marketers… Continue reading »
by AdExchanger Guest Columnist // March 8th, 2022 //
»
Nancy Smith Analytic Partners
3 Ways Marketers Can Future-Proof Their Media Strategies In The Cookieless Landscape

“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 Nancy Smith, President and CEO of Analytic Partners. While Google’s delayed plan to end the third-party cookie gives advertisers a sense of relief, data deprecation will still continue. The Google… Continue reading »
by AdExchanger Guest Columnist // July 26th, 2021 //
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Matt Voda, CEO of OptiMine Software
It’s Easy To Forget, But Tracking Does Not Equal Measurement

“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 Matt Voda, CEO of OptiMine Software. There’s no denying that we’re living in a period of massive disruption to the way in which data is used for marketing. Cookies are (finally)… Continue reading »
by AdExchanger // December 18th, 2020 //
»
Citibank Urges Agencies To Do More About Data Quality

Direct mail has always performed well for Citibank. But like most advertisers, if the company wants to push more dollars into digital, top brass expects marketing to prove the impact on short-term revenue growth. With digital, it can be technically easier to prove – in near real time – what drove a conversion rather than… Continue reading »
by Kelly Liyakasa // February 8th, 2017 //
»
Facebook Bows To The Buy Side With MMM Rollout

Facebook is activating marketing-mix modeling across Instagram, Audience Network and Facebook proper. On Tuesday, Facebook rolled out a portal that lets advertisers pull campaign data for cross-channel measurement. Only aggregated data will be available across ad formats – reach and volume of impressions by week and geographic area. But it represents another chink in the garden… Continue reading »
by Allison Schiff // January 31st, 2017 //
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