“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Alice K. Sylvester, Partner at Sequent ...

LONDON--(BUSINESS WIRE)--A leading marketing analytics solutions provider, Quantzig, has announced the completion of their latest marketing mix modeling report for a dietary fiber foods supplier. The ...

Marketing mix modeling has proven to be an important practice in driving bottom line performance among leading retail and consumer goods companies. However, the complex technique of using ...

Like the measurement industry it tracks, Forrester’s Cross-Channel Attribution Wave has evolved. Now dubbed the Marketing Measurement and Optimization Solutions Wave, Forrester noted a migration ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

LONDON--(BUSINESS WIRE)--Quantzig, a global data analytics and advisory firm, that delivers actionable analytics solutions to resolve complex business problems has announced the completion of its ...

Fifty years ago, optimizing the media mix was relatively easy. Companies could select from a mix of national and local magazines, newspapers, broadcast television networks, radio and large industry ...

Marketers interested in measuring effectiveness and ROI need to understand whether marketing mix modeling (MMM) can work for them and how to get the most from it. Modeling measurements are often ...

While marketers have been grappling and struggling with solutions to the loss of third-party cookies over the past couple of years, new and smarter ways of investing media dollars have been evolving.

Multi-touch attribution (MTA) has officially gone the way of the dinosaur. As data privacy restrictions like Apple’s App Tracking Transparency (ATT) and Google’s elimination of cookies inhibit the ...

Recognition underscores NIQ’s leadership in delivering advanced analytics and full-funnel outcomes measurement on TikTok. NEW YORK, November 24, 2025--(BUSINESS WIRE)--NIQ, a global leader in consumer ...