Analysis looks at offerings from leading providers in digital, cross-platform, multi-touch and television attribution, marketing mix modeling, using comparable criteria
New York, NY, February 1, 2018 – With the attribution measurement space cluttered and continuing to grow, the Coalition for Innovative Media Measurement (CIMM) today released a study commissioned to compare more than 25 available offerings in digital, cross-platform, multi-touch and television attribution and marketing mix modeling using comparable criteria.
The study, done in partnership with the 4A’s Media Measurement Task Force, was presented during the 7th Annual Cross-Platform Media Measurement & Data Summit, the industry’s annual gathering to assess the state of audience measurement. It presents a “facts and figures” comparison of current offerings in digital, cross-platform, multi-touch and television attribution and marketing mix modeling companies available in the US market today. The report gives buyers and sellers the most comprehensive look at all of the different attribution and mix-modeling providers.
Facing issues of ad fraud, transparency and brand safety, significant questions exist today as to the ability of marketers to truly understand whether their campaigns are driving sales and engagement. Attribution – the ability to measure advertising and assess how it is impacting the bottom line and reaching intended consumers – is being touted as the next wave in media measurement and as an alternative to audience reach when it comes to defining the value of media and creative.
“Attribution is the single most critical emerging topic in the industry today,” said Alice K. Sylvester of Sequent Partners, who conducted the study. “Given the pace of change and innovation in the field, this document will serve as an industry resource and help advance the dialogue between buyers and sellers.”
The participants were grouped into four categories:
- Marketing Mix Modelers with Attribution Products
- Attribution Specialists With Cross-Platform Products
- Television or Digital Attribution Providers
- Single Source Providers
The presentation of the study was followed by a panel discussion featuring Newcombe Clark, Global Director, Rapid Learning Lab, AIG; David Ernst, VP, Advanced Targeting Solutions, A+E Networks; and Claire Browne, VP, Director of Media Research, RPA.
“The landscape of attribution providers is complex and constantly changing,” said Jane Clarke, CEO and managing director, CIMM. “With attribution and mix-modeling gaining importance in the marketplace, buyers and sellers need an easy-to-understand guide to help identify which companies best suit their needs.”
This study builds upon the white paper, “Current Practices in Attribution and ROI Analysis,” that was presented during the 6th Annual Summit in 2017. That study looked at best practices in cross-platform attribution and ROI analysis.
“We thank CIMM and Sequent Partners for their partnership on this entire body of work,” said Louis Jones, EVP, Media & Data at the 4A’s. “It helps our members, as measurement and attribution specialists, guide and assist clients in sorting through which methods and suppliers are better suited for different ROI driven analyses”.
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About CIMM
The Coalition for Innovative Media Measurement (CIMM) is comprised of leading video content providers, media agencies and advertisers that aim to promote innovation and foster efficiencies in audience measurement for television and cross-platform video. CIMM explores and identifies new methodologies in audience measurement and verifies these approaches through a series of pilot tests and studies conducted with independent measurement companies. CIMM’s primary focus is on two key areas: the current and future potential of television measurement through the use of return-path data, and new methods for cross-platform media measurement. www.cimm-us.org
About the 4A’s
The 4A’s, founded in 1917, is the leading authority representing the marketing communications agency business. It provides leadership, advocacy and training that empower agencies to innovate, evolve and grow. It serves 740 member agencies across 1,400 offices that control more than 85 percent of total U.S. advertising spend. The 4A’s is committed to protecting the best interests of its members, their employees and the industry at large. Its benefits division insures more than 164,000 agency professionals, and the D.C. office advocates for policies that best support a thriving advertising industry. With its best-in-class learning and career development programs, the 4A’s and its foundation fuel a robust diversity pipeline of talent for its members and the marketing and media industry, fostering the next generation of leaders. For more information, please visit www.aaaa.org.
About Sequent Partners
Sequent Partners is a consulting firm specializing in brand and media metrics. Founded in 2003, they help clients link marketing activities to financial outcomes. They focus on accountability, ROI, and innovative metrics that matter. Sequent Partners recently conducted studies of current practices in marketing mix models, long-term effects of advertising, ROI measurement for Hispanic media, and Word Of Mouth Marketing, among other topics, in addition to their proprietary consulting for advertisers and the media.
