Marketing Measurement Archives | Page 14 of 17

Evolving Beyond MMM and MTA with Unified Commercial Decisioning

Building your own marketing mix model (MMM) can seem enticing, but in reality, it can be more than you've bargained for.

So Many Goals, So Little Time: Identifying the Right Measurements of Success

Broad-stroke goals and new KPIs popping up left and right after a highly disruptive year can create a disparity between high-level leaders and practitioners that is tough to bridge.

What it Takes to Foster a Test and Learn Culture

One challenge marketers face is the quickly changing consumer behaviors through this crisis.

Analytic Partners and Adweek: Growth in the Face of Disruption

In a year of major disruption, discerning the right levers for maximizing marketing effectiveness can be a challenging endeavor.

Are Consumer Behavior Changes Here to Stay?

This past year has brought an enormous amount of changes in consumer behavior, from media consumption, to shifts to e-commerce, to mobility/travel, to adoption and brand loyalty.

Stop the Insanity! Move Your Measurement Beyond Multi-Touch Attribution

MTA has not delivered on its promise to provide a 360-degree consumer view with deeper customer understanding, campaign optimization, and a subsequent stronger ROI and to deliver all this quickly through turnkey technology.

ROI Genome Report: Omnichannel and a Brave New World

ROI Genome Intelligence Report: Omnichannel and a Brave New World, takes a closer look at what business leaders need to know for the future.

Video: Has 2020 Ripped Up Your Measurement “Menu”?

Gordan Ramsey’s Kitchen Nightmares is the spitting image of what the pandemic did to businesses around the globe.

Binet, Ritson, Sinkinson: Consumer Behavior Has Shifted – Has Your Media Mix Shifted Too?

No matter what end they were on, what made the difference in how they emerged from the crisis stage was the speed at which they adapted to a new environment in order to stabilize their business.

When it Comes to Video Advertising, Each Second Counts

Shrinking ad lengths are nothing new. Ad lengths decreased multiple times back in the days when Linear TV was just called TV.