#cross-channel-measurement

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#attribution #marketing-mix-modeling #privacy-and-tracking #omnichannel #connected-data
Marketing tech
fromMarTech
2 weeks ago

Why MMM makes marketers nervous - and why you should use it anyway | MarTech

Marketing Mix Modeling provides cross-channel, privacy-resilient measurement and prevents biased attribution when teams avoid selecting self-serving measurement methods.
fromDigiday
2 weeks ago

Amid signal loss and fragmentation, omnichannel orchestration is driving performance

Many marketers are curious about omnichannel advertising, but often settle for multichannel, where multiple channels are activated but not orchestrated into a cohesive strategy. In reality, most campaigns are still a patchwork of siloed tactics, but in a fragmented media landscape, simply showing up across channels isn't enough. Access is no longer the challenge. Coordination is. As identity signals fade and consumer journeys become increasingly challenging to track, marketers must shift their approach.
Marketing tech
Marketing
fromAdExchanger
3 weeks ago

TV's Powerful Halo Effect: What It Is, How To Measure It And How You Can Harness It | AdExchanger

Streaming TV advertising amplifies performance across digital channels, increasing conversion rates and creating a measurable halo effect that boosts overall campaign results.
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