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CPG, General, Marketing Measurement, Multi-Touch Attribution

Types of Multi-Touch Attribution Models

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When it comes to implementing multi-touch attribution (MTA), marketers have access to various models designed to allocate credit to different touchpoints within customer journeys. Each model offers unique strengths and weaknesses. Understanding the differences helps marketers select the ideal attribution model for their specific marketing goals and business needs.  Figure 1  Here’s an in-depth exploration […]

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

CPG, General, Marketing Measurement

Marketing Mix Modeling Revisit

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Understanding the Role of Data in Market Analytics Data-driven decision-making has become essential in modern marketing, enabling businesses to optimize their strategies and maximize return on investment (ROI). Marketing Mix Modeling (MMM) is a powerful analytical approach that helps organizations assess the impact of various marketing efforts on overall business performance. By leveraging historical data

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

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