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Should You Do Attribution or Mix Modeling, or Both?

October 7, 2016

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Attribution and marketing mix modeling solutions measure the impact of marketing and media efforts, and suggest ways to improve that impact. Increasingly, marketing leaders use both methods — either in parallel or unified within the same platform — to expand the scope and precision of their measurement.

It takes skilled talent, experienced with idiosyncratic, complex marketing data, to navigate the methods and models available and select the right approach (or ensemble of approaches). The line between software and services is particularly blurred in this market. Most marketing leaders can only execute simple projects in-house.

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