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...
Read More
Think the same process used in times of great continuity will still work now? Better take a closer look...
Read MoreA 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.
Read MoreMarketing Mix Models may face criticism in the face of more advanced alternatives, but are still effective methods that are well-grasped and should be included as one tool in a much broader marketing measurement toolkit.
Read MoreWhat do these great marketing breakthroughs have in common?
• MasterCard “priceless”
• Energizer bunny
• “Got Milk?”
• Absolut ________
Professor Gary Lilien discusses marketing models and provides insight into which create the most value, how to improve their adoption by management and much more...
Read More
Professor Gary Lilien discusses marketing models and provides insight into which create the most value, how to improve their adoption by management and much more...
Read MoreReflections on a recent conversation with Eric Schmidt, CEO of Google, about the company's online and offline advertising models.
Read More
While mix models are well established, there are limitations to these tools that tend to be ignored. Now is the time for a closer look...
Read MoreMore MarketingNPV
Contact MarketingNPV
Need help? MarketingNPV can help you find a solution.
MarketingNPV Journal
The MarketingNPV Journal is a great resource to stay up to date in the world of Marketing Measurement.
Subscribe via RSS
Subscribe to the MarketingNPV RSS feed and receive new content as it's published.
Solution Center
Find resources to help you tackle the most pressing questions of the day.