Marketing Mix Modeling

  • What Works Best For Measuring Marketing Impact? Top-Down, Bottom-Up Or Sideways?

    … an exciting rush for innovation, and the winner will be, ultimately, the one that masters the best of both worlds. However, the recent acquisitions in the multi-touch attribution space, inclusive of Convertro by AOL and Adometry by Google, are signaling that attribution might be the natural evolution of marketing mix modeling, particularly as better consumer-level, real-time data become available across online and offline channels. (Stock images via Used under license.)…

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