“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Alice K. Sylvester, Partner at Sequent ...

A research paper I recently came across, " The Evaluation of Marketing Mix Elements: A Case Study*," highlighted some potential gaps that influence the effectiveness of marketing strategies—and, I ...

Multi-touch attribution (MTA) has officially gone the way of the dinosaur. As data privacy restrictions like Apple’s App Tracking Transparency (ATT) and Google’s elimination of cookies inhibit the ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – ...

Google's open-source Meridian helps marketers build better models, understand lift by channel and finally bring sanity to their measurement strategies. Necessity is often called the mother of ...