Mastering the Art of Marketing Measurement

By Dan Larkman

Measuring ad effectiveness is both more critical and more complicated than ever. Advertisers are expected to prove the value of their media spend across multiple channels while navigating a complex ecosystem that is increasingly privacy-conscious and fragmented. Gone are the days when simple tracking through cookies or last-click attribution could provide basic insights. Instead, brands now rely on three major measurement approaches: media mix modeling (MMM), multi-touch attribution (MTA), and lift studies.

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Courtesy of The Association of National Advertisers