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

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.

Article

This event report explores why more businesses ought to invest in multichannel attribution, as the current norm is that flawed maths and digital attribution models only provide half of the picture.

Article

This article examines multi-channel attribution solutions and criticises their tendency to fail to account for the impact of non-digital media.

Article

This article introduces the Ad Impact Model, which identifies all the important elements that influence impact and the interplay between them, serving as a roadmap for creating successful TV ad campaigns.

Case Study

This case study describes how LG, the South Korean consumer electronics company, plugged a knowledge gap in the complex path to purchase of its high-value products by understanding three elements of the shopper experience.

Case Study

This case study describes how MORE TH>N, a UK insurance provider, partnered with MESH to understand how brand consideration changes, explaining the underlying factors that inform it, and how to plan marketing activity to optimise each stage of the path to purchase.

Article

This article examines what marketers need to know before they can begin implementing machine-learned customer journeys through the use of technologies such as the newly affordable AI - a transformation that promises significant rewards, especially where programmatic and native ads are concerned.

News

LONDON: Sales and marketing teams need to work more closely together to better understand their audience and convert leads, but new research suggests that many UK brands have yet to make this adjustment.

News

MENLO PARK, CA: Facebook has announced steps to improve cross-channel comparability and third-party verification of data as it seeks to restore confidence in the platform following a series of measurement-related problems towards the end of last ...

News

LONDON/NEW YORK: Marketing mix models are looking increasingly slow and out of date as agile attribution models become more widely used, but neither type has all the answers, according to two leading industry figures who advocate integrating the ...

Article

This article introduces a series of articles on measuring marketing effectiveness, celebrating the often unseen and unnoticed work of econometricians in determining what advertising works and why.

Article

This article examines how attribution modelling has emerged as a dynamic alternative to macro marketing mix models and helps marketers move from measuring to managing ROI - but the science is still raw, so the industry will have to integrate the best of both.

Article

This article sets out ten steps marketers should take to achieve success when implementing cross-channel attribution in order to gain better understanding of media impacts across all channels.

Article

This article looks at how individual-level data can be aggregated to account for offline activity to help marketers measure the ROI of online touchpoints.

Article

This article presents an eight-point checklist that will show how to optimise digital spend at a tactical level, including what data is needed and what techniques can be used.

Opinion

We’re getting ready to launch Toolkit 2017, our guide to six trends we think will have an impact on marketing in the year ahead.

Case Study

This case study describes how UK insurance company Aviva refined its approach to budget-allocation decisions across digital channels by employing machine-learning techniques.