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...