Taking an Audience Driven Approach to Creative Marketing Messaging
Published December 19, 2018We often discuss the importance for marketers to be present across channels and to engage in brand building activities that create a unique identity...
How to Choose the Best Marketing Attribution Model
Published December 18, 2018To accuratelymeasure effectiveness, marketers need to weigh the value of touchpoints driving engagement across the media mix. This delivers a...
How to Integrate Offline and Online Media to Reach ROI Objectives
Published December 13, 2018Truly effective advertising is no easy task. But getting message and types of media right can transform marketing ROI. This means leveraging offline...
Why Media Mix Optimization is Necessary in Modern Marketing
Published December 13, 2018Media mix optimization (MMO) is a dynamic approach to quantitative marketing measurement, planning and campaign enhancement across a range of media...
Achieving Unified Measurement Success: 5 Necessary Metrics to Incorporate
Published December 12, 2018No single attribution measurement or model can provide enough insight for marketers to meet consumer demands across today’s omnichannel landscape.
The Role of Marketing Analytics in Identifying Creative Needs
Published December 7, 2018We've all heard the pop psychology theory that classifies people as either left-brained or right-brained. Indeed, it is true that the left side of...
Agency Holding Companies Need A Brave New Business Model
Published December 7, 2018The CMO/agency relationship is at risk. Brands are turning to in-house agencies; company growth agendas bring in CIOs and other business...
Mastering The Art Of Omnichannel Retailing
Published December 7, 2018Digital business leaders know that many customers today use a variety of digital and physical touchpoints as they move along the path to purchase....
Customer-Obsessed Marketing Demands Unified Measurement
Published December 7, 2018Today’s increasingly complex media environment means once-reliable marketing performance measurement techniques, such as marketing mix and...
