The challenges of TV measurement abound. Columnist Alison Lohse believes marketers shouldn’t have to settle for “good enough” to understand how TV is performing, but should instead look toward TV attribution as the answer.
To get the most out of your marketing attribution, contributor Alison Lohse believes right-time insights are far more important than real-time data.
How do you reach common ground between brand and direct response campaigns? Columnist Alison Lohse says we need new metrics and more granular data to help bridge the divide between the two.
Columnist Alison Lohse explains why insights into the customer journey are key to helping your measurement program reach its full potential.
Attribution invokes a ton of buzzwords, and navigating them can be tricky. Columnist Alison Lohse walks you through the differences between marketing mix modeling, multi-touch attribution, and cross-channel attribution.
Marketing technology can be hugely beneficial to your organization, but only if these tools empower the people using them. Columnist Alison Lohse explains what to look for.
Columnist Alison Lohse offers a framework around which to structure your attribution program and stay aligned to organizational goals by strategically balancing efficiency, scale and testing.
So, you've just implemented a new marketing attribution solution. Now what? Columnist Alison Lohse explains how you should be spending those first three months to achieve positive ROI.
Columnist Alison Lohse notes that in today's complex marketing atmosphere, marketers need tools that can quickly and accurately make sense of myriad and disparate data -- and machine learning does just that.
While it's not glamorous, columnist Alison Lohse points out that working to achieve strong data governance is crucial to ensuring consistency, both within your organization and with external partners.
How do you choose the right attribution modeling vendor? Columnist Alison Lohse offers six questions to help you attain transparency and navigate the tricky waters of attribution.
How do you choose the right attribution modeling vendor? Columnist Alison Lohse offers six questions to help you attain transparency and navigate the tricky waters of attribution.