Reporting from The Attribution
Accelerator – What You Need to Know

Conversion Rate Optimisation Icon. Business Concept. Isolated illustration.

Today’s post is courtesy of Jim Spaeth and Alice K. Sylvester of Sequent Partners.  This is a follow-up post on Multi-Touch Attribution.

The Attribution Accelerator conference, sponsored in part by the RAB on November 30, confirmed that the advertising industry has pinned high hopes to a new measure of media performance, Cross-Channel Attribution modeling.

Close to 300 marketers, agency, media and research providers looked at the in’s and out’s of attribution and its traditional forbearer, marketing mix models. Marketer representatives in attendance included: Unilever, Estee Lauder, Johnson & Johnson, Verizon, Weight Watchers and Citi.  The conference was designed to generate dialogue about Return On Investment measurement and hear what marketers have experienced and need.

If you think this is just another post on ROI, it’s not.  It’s about the future of planning what media is included in the plan…or not!

Continue reading “Reporting from The Attribution
Accelerator – What You Need to Know”

Let Radio Data Tell the Story

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Today’s post is courtesy of Maura Kautsky, VP Marketing NextRadio

I saw this funny quote the other day that couldn’t be timelier “Marketing without data is like driving with your eyes closed”.   And boy has that data evolved.   As you read from the previous blog, marketers are moving from big data to data attribution which provides insight into what receives credit for conversion.  Continue reading “Let Radio Data Tell the Story”