On the glamour scale, statistical modeling attribution falls somewhere between flossing and pulling weeds. But for the team building a marketing mix model to guide the process of creating and managing ...

Keeping with the automobile analogies used in my August and September articles on attribution management, there are a couple different ways that you can direct your car from point A to point B. One is ...

So said Sequent Partners’ Jim Spaeth, summing up the third day of the 2022 “Attribution & Analytics Accelerator” conference, co-hosted with the Advertising Research Foundation. “[Marketing-mix ...

Google launched a new measurement tool for advertisers in anticipation of its plan to phase out third-party cookies later this year. Meridian, an open-source Marketing Mix Model (MMM), has been ...

Linear mixed models are emerging as the method of choice for association testing in genome-wide association studies (GWAS) because they account for both population stratification and cryptic ...