Marketing attribution: What's next for MMM?

This article proposes five areas that marketing mix modelling (MMM) can - and should - progress in, as modelling capabilities expand.

Marketing attribution: What's next for MMM?

Alice K. Sylvester and Jim SpaethSequent Partners

How can marketing mix models move forward? Some of the leading-edge work that uses single-source data holds the promise to seize that opportunity. Disaggregated analytic techniques may be able to harvest the requisite learning, but there is a lot of work to be done before Big Data can replace scanner data. This really is the new dawn of next-generation analytics and marketing mix models.

Precise attribution fuels effectiveness

This article is part of a collection of pieces on marketing attribution. Read more.

Across the...

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