The future of measurement requires a major rethink. Key to this is understanding how unified analytics, the complete integration of marketing mix modeling and multi-touch attribution, really works. Read this eBook to learn how to:
About the eBook:
The world of marketing is changing right before our eyes: faced with a fragmented media landscape, elusive consumers, and more stringent privacy regulations around the world, marketers were already hard-pressed to keep up. Add a worldwide pandemic to the mix, and the trepidation is palpable.
Top marketers are taking this moment to invest in a unified solution that can see them through the current crisis and position them for success in the long run: across all channels, online and offline, inside and outside the walled gardens.
This is far from trivial, and it requires an honest assessment of the strengths and limitations of current data, tools and methodologies. Third-party identifiers are vanishing, data silos are everywhere, and the answer is not more hype and ideological battles—like the one that has been pitting multi-touch attribution against marketing mix modeling for so many years—but teamwork and a willingness to see the big picture.
The good news is that this much-needed transformation is already underway. Download this eBook to learn about the core principles of unified measurement and why you need to jump on board.