IAB with Nielsen are working towards a new audience measurement system as the age of third party cookies – and the consumer surveillance that attended technology draws to a close. The parties say they are working with advertisers, agencies, and media companies to develop the standards and that the updates
To gain a deeper understanding of marketing’s impact, Gartner research shows there are four distinct methods that marketers can employ to gain deeper insights. Marketing mix modelling (MMM), Multitouch attribution (MTA), Holdout Testing and Unified Measurement Approaches (UMA) should be used to get a better understanding of the impact of
DoubleVerify, an independent platform for digital media measurement software and analytics, announced the acquisition of Ad-Juster, a SaaS-based reporting and analytics platform for digital publishers. Ad-Juster services deliver the data transparency and insights publishers need to optimise their ad revenues across comprehensive direct and programmatic sales channels, the company said.
Customer experience (CX) leaders are called upon to lift customer loyalty, which, of course, means they have to measure loyalty. There are two broad ways to measure customer loyalty: Attitudinal measures and behavioural measures. Too often, CX leaders lean on one or the other, but delivering reliable CX results requires
Measurement is seen as the missing link between genuine data-driven marketing approaches and simply collecting a lot of data. However, there are some downsides if you don’t measure intelligently. At a recent Which-50 and Siteimprove panel discussion on the science of high-performing websites, panellists highlighted the pitfalls involved in measurement.
As a practitioner, I hated the first week of the month. It meant I had to lead my team of smart, capable marketing analysts through a never ending, difficult slog known as… REPORTING WEEK. Ah, yes. If you’ve served marketing analytics in any capacity, you’ll know what I mean. The
Measurement matters. Or in the words of international performance improvement and quality expert, H. James Harrington, “Measuring is the first step that leads to control, and eventually to improvement. If you can’t measure something, you can’t understand it. If you can’t understand it, you can’t control it. If you can’t
Quantifying the offline impact of online marketing, and in turn, your website, is one of the important analytical challenges multi-channel businesses face. This blog post focuses on the multi-channel retail use case. People shop across channels, but online businesses do not commonly measure marketing return on investment in this way.
Unilever has announced an initiative to build the first cross-media measurement model to help brands measure and understand campaign impact across the media landscape. Unilever is leading an effort to develop a model that will combine existing industry measurement tools into a best-in-class system that measures a campaign audience, audience
Facebook is facing renewed scrutiny over the way it reported its video metrics, after an updated lawsuit was filed in California this week alleging the social media giant’s errors were much worse than originally reported. The original filing was made in October 2016 by a group of small advertisers after