Successfully integrating digital data in marketing mix models and overcoming errors like last-click attribution
Nancy Smith, President and CEO of Analytic Partners, discusses the advantages of integrating digital data into marketing mix models in a guest column in the March 20 issue of Advertising Age.
In addition to explaining the pitfalls of last-view or last-click attribution error in digital sales and marketing analysis, Nancy explains how Choice Hotels International successfully integrates digital data in their marketing mix modeling program.
Read more here: http://adage.com/article/guest-columnists/viewing-valuable-data-streams-isolation-a-big-mistake/240372/