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Summary
The ARF’s Cross-Platform Measurement Council Attribution Working Group, chaired by Helen Katz of Publicis, issued invitations to many marketing mix and attribution modelers to share blinded case studies involving unified measurement. The goal was to see unified measurement in action, to see the scope of the analyses and the business results associated with the tool.
The Cross-Platform group reviewed submissions and selected six companies to present their case studies.
Editor’s Note: The full report is available to members only.
