Articles on Best Practices

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Why Media Mix Optimization is Necessary in Modern Marketing

Media mix optimization (MMO) is a dynamic approach to quantitative marketing measurement, planning and campaign enhancement across a range of media used to engage consumers. The goal of MMO is to maximize media effectiveness and consumer engagement t...

Achieving Unified Measurement Success: 5 Necessary Metrics to Incorporate

No 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

We'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 the brain controls analytics, logic and language, and the right controls creativity and visual comprehe...

3 Traits of the Most Successful Online and Offline Media Campaigns of 2018

With so many channels and opportunities to reach consumers, smart marketers are rising to the challenge, finding new and exciting ways to grab fleeting consumer attention.  

Trend Analysis: The Shift to Brand Over Product Marketing

Now, more than ever before, consumers are choosing brands whose messaging, marketing and values go beyond the product, and speak straight to the heart. In fact, 71 percent of consumers consider brand trustworthiness and identity to be major influence...

Common Retail Marketing Attribution Mistakes and How to Avoid Them

If you’re already using attribution models to shine a light on the impact of each touchpoint in today’s complex customer journey, you’re in good company. 76% of marketers say they currently use or will soon be using attribution measurement to meet co...

Understanding Online & In-Store Shopping Habits: Leveraging Unified Measurement in Retail

Now more than ever before, deeper insight into evolving shopper behavior is not just nice to have; it's essential. The road to success in today’s omnichannel world requires a true understanding of the multitude of manners in which people shop. Armed ...

3 Retailers Driving Sales and Efficiency with Unified Measurement

It is not surprising that top retailers have been quick to embrace the power of a unified approach to their marketing measurements. Not only does it take the chaos out of advertising and marketing, it delivers the opportunity to compete and win again...

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