“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.