Multi-Touch Attribution Is Dead: Measured Launches Cross-Channel Incrementality Measurement for Marketers
Summary
Multi-touch attribution has been plagued by severe data reconciliation issues, walled garden blind spots, the collapse of third-party tracking, challenges of identity and GDPR, and painful on-boarding,” said Trevor Testwuide, co-founder and CEO at Measured. The world’s most successful brands, such as Amazon, Google and Facebook, have adopted a company-wide experimentation approach for testing ideas and making decisions. Similarly, Measured conducts media-buying experiments by segmenting the advertiser’s unique prospecting, remarketing and house file audiences into test and control groups. Bharadwaj, also a Visual IQ alum, is a leading expert in advanced marketing measurement systems with a decade of experience applying big data and machine learning technologies. COO Nick Stoltz was most recently a senior vice president at MarketShare, a Neustar Solution, and has spent the last 10 years working with brands across multiple industries to build analytics programs that drive incremental revenue and profit.
Classifications
AskAI Classifications
LabelsLinked Companies
