Discusses the upcoming measurement crisis, focusing on media mix modeling and why traditional attribution methods are failing modern brands.
Discusses the upcoming measurement crisis, focusing on media mix modeling and why traditional attribution methods are failing modern brands.
Justin Rashidi explains why marketing failures are often data failures, focusing on how attribution models and dirty data mislead brands.
Constantine Yurevich breaks down the hard truths of marketing measurement, attribution stacks, and why common techniques like geo-holdouts are difficult to act on.