As the media landscape continues to fragment and increase in complexity, agile digital campaigns morph into programmatic and cross-platform campaigns. Advertisers in this fast-paced environment who want to maximize their ROI need a more accurate and holistic way to measure performance in order to truly evaluate the impact of their campaigns.
Well-established marketing mix modeling is competing directly with fast-growing attribution modeling to fill this need. To complicate things further, advertisers are increasingly encountering conflicting recommendations that arise from these rival approaches.
During this webinar, “Marketing Performance Management: Attribution or Marketing Mix?”, you’ll hear a compelling perspective about the need to leverage a more integrated approach as well as the rationale for what marketing decisions are best supported by each of these two measurement systems.
Speakers: Srishti Gupta, President, Media Center of Excellence, IRI, and Joy Joseph, Practice Leader, Marketing Productivity, Strategic Analytics, IRI
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