Today’s global uncertainty represents a key moment in business strategy, with a shift toward data-driven decisioning happening faster and with more zeal than normal circumstances would have allowed.
Can attribution still deliver granular, actionable results? Or is now the time for forward-thinking leaders to adopt to a more unified view?
Analytic Partners’ Associate Vice President for EMEA, Kevin O’Farrell, recently spoke at the 99//Club Digital Festival about how to emerge stronger from the current crisis, adapt to unprecedented times and prepare for yet unknown disturbances ahead.
Measurement Through Uncertainty: Advanced Analytics and Covid-19 highlights how brands can accurately capture the impact of Covid-19 on business performance.
Even as uncertainty continues surrounding the recovery of our global markets, the time to plan for the future is at-hand.
While the pandemic is impacting everything from consumer mobility to shifts in media consumption habits to supply chains and economic volatility, companies need to plan their next marketing moves wisely to either mitigate downside risk or capture all the upside that’s possible.
Marketing mix modeling can help brands get smarter about future media investments. But to get meaningful results, brands have to measure the right inputs and relationships.
