Tagged: attribution

CMOs must dig deeper on attribution

Currently, only one in four marketers is confident they can quantify ROI, which certainly helps explain why 70% of CMOs expect to invest more in marketing analytics and attribution over the next year according to Nielsen. CMOs in search of a more sophisticated strategy might choose to design their own custom attribution model, ideally incorporating the machine learning element discussed above. Read More: marketingland.com

TV measurement or attribution? The distinction is blurring.

REPORT ASSESSES TV ATTRIBUTION PROVIDERS, REVEALS ‘PROMISE,’ ‘CONFUSION’: As a follow-up to a benchmark report profiling 15 television attribution providers, Sequent Partners this morning released a more in-depth report providing a detailed report card-like assessment of companies currently providing some form of TV attribution and/or marketing-mix modeling. Read More: www.mediapost.com