Determining the Incremental Value of Marketing
02/06/2018
In this whitepaper, OptiMine explores the trade-offs of different measurement approaches, including multi-touch attribution methods, along with guidance on common pitfalls, risks and an overall comparison of the methods available to marketers today. The key takeaways are:
- Proper controlled tests are expensive and time-consuming when thousands of digital ads are put into the mix (and how to test & measure faster)
- How to overcome the analysis paradigms that rely on tracking individual paths to purchase that have severe practical limitations
- Why statistical models are the best, most viable option for measuring today’s complex omni-channel environment
