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»marketing mix

More Marketers Are Adopting Multi-Touch Attribution, But There’s Still Some Frustration

Multi-touch attribution is reaching an inflection point (finally). The majority of large advertisers (53%) now say they use MTA to track and optimize their spending across channels, according to new research from marketing trade org MMA Global, released on Monday. That’s the highest peak since the MMA, which represents more than 800 marketers, mar tech companies… Continue reading »
by Allison Schiff // July 18th, 2022 //
»
The Colliding Worlds of Attribution and Marketing Mix Modeling – Video

At Industry Preview 2015, a group of analytics pros discussed what attribution looks like in 2015 in this panel led by Gartner’s Martin Kihn. Participants included: Anush Prabhu, Chief Channel Planning & Investment Officer, Deutsch NY Jon Vein Co-founder & CEO, MarketShare Michael Wexler, Director, Digital Insights and Marketing Effectiveness, Citi Sunny Youn, Director, Digital Media Analytics, Epsilon Check… Continue reading »
by AdExchanger // February 4th, 2015 //
»
 

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