|Individuals and organizations interact through many channels, on multiple screens and devices, across a myriad of touchpoints and over time. Given the ubiquity of data, there is a new opportunity for firms to more fully understand the effect and value of their marketing actions. Big data, experimentation, and new models offer new insight into the causal levers and influences in this complex, extended world.|
The Value of Device-Switching CustomersMay 25, 2016
Investing in mobile can pay off later, in conversion on fixed devices.
What Are the Right Benchmarks for Your Social Media Metrics?May 24, 2016
Perceptual mapping provides a more nuanced "voice of the customer."
Data, Disruption, and the Transforming Media LandscapePrepared by Baek Jung Kim and Minjung Kwon, 2016, 16-300
Data science is transforming media and marketing communications. This conference, held February 24-25, 2016 at New York University, offered the latest evidence, practice-based findings, and emerging issues on programmatic buying, behavioral targeting, attribution modeling, content and creative, and predictive analytics.
Marketing ROI Analytics in 2016: The Baby and the BathwaterMar 02, 2016 Ross Link, President, Global MROI Solutions, Nielsen
Ross Link discusses Nielsen’s perspective on the present and future of marketing ROI.
Predictive Marketing: Reality, Promises, and PitfallsFeb 26, 2016 Melinda Han Williams, Lead Data Scientist, Dstillery
Fueled by unparalleled access to consumer activity across all digital devices and the rise of programmatic advertising, digital advertising is one of the…
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