->

->

Data & Analytics

->

American Express Eyes Marketing Mix Modeling for Post-Cookie Attribution

American Express Eyes Marketing Mix Modeling for Post-Cookie Attribution

Posted on March 18, 2022 by Chief Marketer Staff

American Express is meeting measurement attribution challenges by investing in new technologies and shifting from a multi-touch attribution model to a marketing mix modeling one. Explore the brand’s new approach to evaluating the efficacy of marketing spend against specific channels, according to reporting in AdExchanger.

Related Posts

Using Product Data to Enhance Omnichannel Growth for CPG Brands

July 2, 2022 by Chief Marketer Staff - Product Marketing

How Levi’s Integrates AI Processes Into Its Marketing and Data Strategies

July 2, 2022 by Chief Marketer Staff - AI

How The New York Times’ Data Strategy Enables a Full View of the Customer Journey

June 3, 2022 by Chief Marketer Staff - Customer Data

First-Party, Second-Party and Third-Party Data Defined

June 3, 2022 by Chief Marketer Staff - Data and Measurement

How Procter & Gamble’s Programmatic Strategy Is Supporting Black-Owned Publishers

May 27, 2022 by Chief Marketer Staff - Procter & Gamble

CMO Corner: A Chat with Shari Hofer, Chief Marketing Officer of Wiley

May 13, 2022 by Kaylee Hultgren - Chief Marketing Officer

How Companies Are Leveraging Data Clean Rooms for Privacy-First Marketing

March 3, 2022 by Chief Marketer Staff - Consumer Data

How the Marketing Industry Can Navigate Supply Chain Issues

February 18, 2022 by Chief Marketer Staff - Data Attribution

Google Brings Privacy Sandbox to Android Devices

February 18, 2022 by Chief Marketer Staff - Consumer Data Privacy

How B2B Marketers Can Leverage Customer Data Platforms

January 14, 2022 by Chief Marketer Staff - B2B Marketing

Media and AdTech Trends Marketers Can Expect in 2022

January 7, 2022 by Chief Marketer Staff - Adtech

Chief Marketer’s Most-Read Articles of 2021

January 4, 2022 by Kaylee Hultgren - Most-Read Stories of 2021

Six Ways Marketers Can Approach CPRA Compliance

November 12, 2021 by Chief Marketer Staff - Consumer Data

Olay’s #DeCodetheBias Campaign Strives to Combat Biased Al Beauty Algorithms

September 17, 2021 by Chief Marketer Staff - AI

Six Ways Marketers Can Prepare for a Cookie-Less Future

August 20, 2021 by Chief Marketer Staff - Consumer Data

Google Delays Phase-Out of Third-Party Cookies Until 2023

June 25, 2021 by Chief Marketer Staff - Consumer Privacy

Marketers on Fire: Randi Stipes, CMO of IBM’s Watson Advertising and Weather

June 11, 2021 by Sherry Chiger - Cause Marketing

Apple’s App Tracking Transparency Update and Email Marketing

May 21, 2021 by Chief Marketer Staff - App Tracking Transparency

Lessons Learned on Data Privacy From Pharmaceutical Marketers

April 2, 2021 by Chief Marketer Staff - Data Privacy

Preparing for a Post-Cookie World: Five Considerations for Marketers

March 12, 2021 by Chief Marketer Staff - Data Privacy

Google’s Take on a Post-Cookie Internet: What Marketers Need to Know

March 5, 2021 by Chief Marketer Staff - Ad Tech

Virginia Introduces New Privacy Legislation With Consumer Data Protection Act

February 26, 2021 by Chief Marketer Staff - CCPA

Tips for Evaluating Alternative Solutions to Third-Party Cookies

February 19, 2021 by Chief Marketer Staff - Digital Cookies

CMO Council Report: 65 Percent of Marketers to Increase Spend in 2021

January 29, 2021 by Kaylee Hultgren - CMO Council

NEXT PREV

Chief Marketer Videos

September 21, 2021 by Chief Marketer Staff

“Trapped in Advertising” sounds like a hashtag you might use after a bad day at work, but for Pringles and Adult Swim, it was a year-long, pop culture-forward campaign aimed at ad-averse 18- to 35-year-old “Rick and Morty” fans. The goal was to sustain engagement and become part of the cultural conversation in order to…

View More

PRO Awards

ProAwards

Click here to view the 2021 winners.
Information on 2022 coming soon!

CHIEF MARKETER 200 Winners Announced

Click here to to view the full list of the 2022 winners!