Leadership Lab: Unified Measurement Showcase
“Unified Measurement” has become an increasingly popular term to describe methods for optimizing the effects of media and marketing — for both strategic planning, usually done through Marketing Mix Modeling, and tactical planning, usually done with Multi-Touch Attribution.
This virtual Leadership Lab, one of the first industry events devoted entirely to Unified Measurement, unpacked the meaning of this term and shed light on how it is currently being applied.
Six leading companies presented their Unified Measurement case studies, carefully selected by the Attribution Working Group. Presentations were followed by a panel discussion led by Alice Sylvester of Sequent Partners.
Featured case studies were presented by Analytic Partners, Concentric, IRI, Mphasize, Neustar and Nielsen.
Attendees gained:
- An understanding of Unified Measurement
- A unique glimpse into how Unified Measurement is done successfully by six leading practitioners
- The opportunity to compare approaches and determine which is most appropriate for their business
Speakers
Neustar
Nielsen
Analytic Partners
IRI
Johnson & Johnson
Concentric
Sequent Partners
Strategic Analytics
IRI
(m)Phasize
