Analytic Partners article published in Ad Age

March 21, 2013

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.


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