Tom Tang will discuss how MMM and MTA solutions can be used to set a solid omni-channel marketing strategy by complementing the strengths and weaknesses of each solution.
Kenneth Wilbur will present research that investigates the relationships between three brand attitude variables (perceived quality, perceived value and recent satisfaction) and three types of advertising (national traditional, local traditional and digital).
Measurement is only as valuable as the outcomes it can change for the marketer or their business, but not enough time is spent making sure the metrics we use matter for those outcomes.
How do you improve the speed and confidence of decision-making in an environment of incomplete information?
Khaled Boughanmi will present research that uses a nonparametric Bayesian model combining online data to explore the dynamics of musical success of albums over the last half century.
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