‘Introducing Unified Marketing Impact Analytics’ – Forrester
Jim Nail says, ““Hey…you got chocolate in my peanut butter!”
This line from a 1980’s Reese’s Peanut Butter Cups campaign is a classic in advertising…and aptly describes what is happening in marketing measurement today. (For a blast from the past click here to view this oldie!)
Two proven techniques that work great separately – attribution and marketing mix modeling – work even better when merged into a unified measurement approach.
I suspected the convergence of different marketing analytics approaches was inevitable so earlier this year, my colleague Tina Moffett and I began sharing our ideas on where marketing measurement was headed. We agreed each approach provides only a partial answer to the marketing ROI puzzle and they shared enough methodological similarity that merging them was plausible“.
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