Marketing ROI Analytics in 2016: The Baby and the Bathwater
The future, many say, is in big data, person-level analytics, machine learning, and automated analytics coupled to programmatic media buying. Ross Link will discuss Nielsen’s perspective on the present and future of marketing ROI. It’s true that the world has changed, yesterday’s tools need to change with it, and anyone in the marketing ROI business who ignores this will soon need another business. But 25 years of marketing mix R&D and practice actually produced a wealth of critical learnings that apply today just as much as they did in the past.