Article •This article provides marketers with information about how to balance long-term and short-term strategies.
Article •This article provides marketers with information and guidance about attribution and marketing mix modelling.
Article •Provides advice on attribution modelling which can help marketers understand the factors that contribute towards key performance indicators.
Article •This article offers a selection of papers that are best-in-class on the various elements of effectiveness.
Article •Discusses the techniques marketers can use to estimate the likely impact of marketing activity.
Article •The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.