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Simply put, attribution is about giving credit where it is due. Unfortunately, there is nothing simple about the online and offline paths that lead to a sale or other conversion...

When comScore started measuring the digital landscape 12 years ago, most households had one desktop computer and dialup access was common. No one could have predicted the impact of widespread broadband access, mobile browsing and tablet ownership...

Traditional media can often be the "rock in the pond of social media". Toss your rock confidently into the pond of social media and expect to see waves of profitable opportunity arrive on your shore...

By changing your approach, you can generate productive engagement rather than defensive deflection when finance and marketing interact...

A key decision facing the brand manager is how best to allocate an often limited marketing budget across a wide set of marketing activities. The marekting mix model needs to quantify both short-run and long-run variation in the data.

Discussions with CMOs and CFOs seem to confirm that the most common methods of determining marketing spending levels are still based on how much was spent previously and average industry spending. CMO thoughts are once again turning to these metrics as they consider the prospect of spending increases...

Brand resonance is the connection that develops between a brand and its customer and is considered a significant driver of brand equity. Find out how to use it to strengthen the bonds between a brand and consumer to lead to value-creating outcomes…

Resource allocation processes are often very complex. This case study provides an overview of an effective solution that helped one global marketing organization align behind a SMRA framework across its entire business portfolio, working with limited data at hand...

How do you measure the payback on the next investment you might make to enhance corporate reputation? Here are two examples which show why knowing who you're trying to influence and what you're trying to accomplish can't be overlooked...