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Author name: Kaytics Analytics

CPG, General, Marketing Measurement

Multi Touch Attribution

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Figure 1: Multi Touch Attribution A Complete Guide to Multi-Touch Attribution: Understanding, Benefits, and Strategies In today’s complex digital landscape, businesses use various platforms and strategies to connect with customers. But understanding exactly which touchpoints lead to successful conversions can be challenging. This is where multi-touch attribution (MTA) becomes incredibly valuable. Multi-touch attribution is a powerful strategy […]

Out of Home
Marketing Measurement

Digital and Traditional Out-of-Home (DOOH/OOH) in Media Mix Modeling

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In the context of broader media mix modeling (MMM), measures derived from Digital and Traditional Out-of-Home (DOOH/OOH) advertising are crucial for understanding their effectiveness in conjunction with other media channels. Here’s how these measures are utilized and the interdependencies accounted for: Integration into Media Mix Modeling Interdependencies Between Media Channels Accounting for Interdependencies By incorporating

CPG

MULO: Multi-Channel Markets in Circana, NielsenIQ & SPINS

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Data collected from retailers has become a lifeline for CPG manufacturers. Aggregated point-of-sale (POS) data from various retailer channels is available for purchase from the three major data providers: Circana (formerly IRI), NielsenIQ, and SPINS. It is imperative that brands arrive at buyer meetings with retailers equipped with a solid foundation of data.  Historically, CPG

General

Podcast

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An early 2024 recording of a conversation with our founder and principal, Seifu Zerihun. The Marketing x Analytics Podcast features interviews with top business executives, analysis of the most recent advancements in marketing and analytics, and guidance for individuals just starting out in the field.

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