Marketing and Research Consulting for a Brave New World
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Jan

19

Is it time for a new kind of approach to estimating ad effectiveness?

In: A/B tests, advertising, baseball, Bayes, marketing mix modeling, marketing ROI, media, MTA, nate silver
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What is needed is a new kind of approach that is built for integration …not another model to estimate parameters from digital exhaust or spreadsheet data.

Dec

9

Marketers number one priority for 2021…the loss of identifiers

In: addressabale advertising, addressable marketing, Amazon, digital marketing, facebook, google, identifiers, marketing mix modeling, Mobile marketing Association, MTA, segmentation, targeting
2 Comments

3 response strategies for when Chrome stops supporting third party cookies.

Apr

28

New Marketing analytics for a new Covid-19 reality

In: ad waste, addressable marketing, marketing mix modeling, Mobile marketing Association, MTA
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It isn’t business as usual for marketers and it can’t be business as usual for marketing analytics either. Here are three changes that analytics teams need to focus on.

Dec

6

U.S. Marketing trends in 2019 and 2020 priorities

In: addressabale advertising, addressable marketing, advertising, Amazon, facebook, google, Linear TV, Mobile marketing Association, MTA, Multi Touch Attribution, performance marketing, programmatic advertising
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2019 is the year addressable marketing has taken over, but privacy concerns threaten to withhold needed data.

Oct

30

How marketers can successfully on-board multi-touch attribution

In: advertising, data driven marketing, data science, marketing ROI, MTA, Multi Touch Attribution
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The MMA has produced a 5-stage marketer roadmap and 15 acceleration tools for successful and painless adoption of MTA.

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