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Demystifying MMM

Uncovering the Realistic Capabilities of Marketing Mix Modeling   It’s 2017: you’re explaining to your CMO, CFO, and other department leads about the vast opportunities that Marketing Mix Modeling (MMM) can unearth for your brand. You run your audience through various scenarios and examples that showcase these opportunities in detail. The promise of a ‘new …

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Potential implications for marketing, measurement and ROI in a post-GDPR world

*This is an except from a larger piece written for WARC AdMap in their May 2019 edition. To view the full piece, visit www.warc.com   With nearly one year under its belt, the implications surrounding marketing and digital measurement in a post-GDPR world are just beginning to emerge. Multi-Touch Attribution (MTA), the model that utilizes digital …

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The Future of Media Measurement

Has the time for an accountability approach arrived?  After the recent news of Comscore’s Chief Executive Bryan Wiener and President Sarah Hofstetter stepping down, we started thinking about the future of media measurement and reporting. As a category, the currency for trading is suffering; with investment dollars increasingly shifting out of TV and into digital, companies like …

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Build, Borrow or Buy: Analytics Enablement for In-House Marketers

Few companies are achieving advanced marketing analytics at scale despite the benefits of doing so. Analytics should offer the prospect of improved efficiency and effectiveness in demand generation management. The dream of profitable growth for a company is potentially in reach with an analytics culture that drives both tactical and strategic decision-making. What then is …

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5 Tips to Harmonize Your Data

Understanding how marketing influences business is a complex game with many factors at play. The first step in beginning to understand that influence starts with data. However, as you many know, this is not as simple as it sounds. Besides taking into account the usual suspects such as sales, pricing, promotions, channels, and distribution, we …

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What’s the Best Approach for Marketing Analytics in your Business?

Organizations today recognize that competing successfully requires advanced analytics. Business leaders know that uncovering opportunities and making the best decisions possible requires more than just reporting and analytic software; it’s how far you can advance the organization based on the quality of integrated data, team skillsets, innovative algorithms, investment capacity and timing, and the ability …

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