April 23, 2019

What Measurement Tools and Techniques Do US Companies Use to Understand Their Marketing Success? (% of respondents, Oct 2018)


Marketing leaders responsible for marketing strategy, customer experience and/or customer insights were asked what measurement tools and techniques their company uses to understand their marketing success. Responses include marketing mix modeling, advanced digital attribution and cross-channel ... attribution, time-based measurement, test vs. control measurement, unified measurement, business rules-based attribution, pre/post measurement testing, last/first-touch attribution, media mix modeling and TV attribution.More