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Article

This article provides marketers with information and guidance about attribution and marketing mix modelling.

Article

Choice Hotels International, a hotel franchise operating in 35 countries, used data modelling to increase its ROI.

News

GLOBAL: Achieving a total view of attribution is an iterative process which requires a combination of econometric modelling and digital attribution, according to an industry figure.

Article

Provides advice on attribution modelling which can help marketers understand the factors that contribute towards key performance indicators.

News

NEW YORK: Coty, the beauty company, has adopted a “glocal” approach to analytics as it seeks to maximise the impact of the data at its disposal.
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Article

Coty, the beauty company, has adopted a "glocal" approach to analytics in order to deliver locally-relevant insights while still setting core standards globally.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Research Paper

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.

News

NEW YORK: The Kellogg Co., the food manufacturer, is tapping more “agile” ways to determine return on investment (ROI) in order to help it adapt marketing strategies at greater speed.

Article

The Kellogg Co., the food company, has invested considerable effort in building an analytics toolkit that can meet evolving needs in the marketing space.

Research Paper

O2, the mobile phone network, developed a multi-touch attribution model to understand the role of Facebook in its advertising mix and decrease cost per acquisition in the UK.

Research Paper

Delta Air Lines, a major American airline, moved from monitoring its traditional metric to the Marketing Impact Score in January 2017, in order to improve customer satisfaction and increase profit.

Research Paper

Beatgrid Media, an Australian measurement start-up, uses a single-source approach to measure TV and video advertising exposure across screens and platforms, at the respondent level.

Article

There's more data than ever, but analytics is more complicated and more diverse than it has ever been before; with more being measured, finding out what you need to know is more important than ever.

News

GLOBAL: Eight in ten organisations around the world carry out some form of marketing attribution but seven in ten struggle to act on the insights provided, according to a new study.

News

SYDNEY: American Express knew that mobile was playing an important role in the credit card research process but initially struggled to quantify it beyond last click attribution, according to a senior executive at the company.

Article

This article outlines how American Express, the credit card company, investigated the role of mobile in its customer journey.

News

NEW YORK: As big brands move more media budget to digital and the upper funnel becomes more measurable, performance agencies are reaping the rewards.

Article

This event report considers the state of attribution modelling and what can be done to make it better.

Article

This article looks at what the modern consumer expects from brands as they interact with them over a wide variety of touchpoints, channels and devices.

Article

This article provides an overview of how econometric modelling can help marketers understand how much each media channel contributes and over what timescale.

News

NEW YORK: Snap Inc., the parent company of camera app Snapchat, has acquired Placed, a startup that measures the offline footfall of digital ad campaigns, in a deal that signals the company's interest in offering greater attribution capabilities.

Article

This article explores how brands can keep up with the rise of machines and achieve the best user experience through a combination of TV and social media.

News

SAN FRANCISCO: Google, the internet giant, is to use billions of credit card transactions in an effort to prove that ads shown to users are driving purchase, even in offline stores, in a move that has sparked criticism for its impact on user ...

Article

This paper outlines the benefits of X-Cross, a cross-media execution system that combines TV and online to maximise reach and increase media efficiency for multiscreen campaigns.