American Express Eyes Marketing Mix Modeling for Post-Cookie Attribution
The brand’s new approach to evaluating the efficacy of marketing spend against specific channels.
The brand’s new approach to evaluating the efficacy of marketing spend against specific channels.
In light of Apple's new app tracking rules, marketers can focus on growing email marketing and consider other opt-in channels.
A blog post from Google offered some perspective (and a bit of confusion) about how it intends to approach online user tracking and consumer privacy when the cookie is no more.
Rahim Rajpar shares how John Hancock is targeting B2B and B2C audiences, and the changing role of marketing leaders in creating customer experiences.
Chief commercial officer Reggie Walker chats about how Big Four auditing firm PwC is connecting with a diverse global audience, and what's next.
Miss any news while you were watching the waves roll in? Take a moment and catch up with our 10 most popular B2B stories in July.
Both traditional and online-first brands need to look to attribution measurement to see which channels provide the best marketing ROI.
Granular measurement enables marketers to evaluate individual channel performance, and drill down to see the performance of each dimension within a channel.
B2B marketers share their hurdles for calculating marketing ROI & killer tips for improving attribution, from first to last touch and everywhere in between.
When done properly, attribution programs can live up to the hype and deliver outstanding business value and insights. But for every success, there are also failures.
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