On-Demand Webinar

Multi-touch Attribution & Measuring Your Marketing Halo

Learn: The difference between multi-touch attribution (MTA) and marketing mix modeling (MMM) How econometric time series analysis can be used to determine channels’ part-worth contribution How to measure the impacts of System 1 (emotional, fast) and System 2 (rational, slow) marketing tactics and messages How the delayed impacts of marketing channels (like direct mail) can be measured and optimized How to measure marketing impact across segments— i.e. age groups or geographies

How to Measure and Optimize ALL of Your Marketing Channels

Marketing through multiple channels is the right move; customers rapidly switch between communication modes, and some segments are more reachable in one channel than another. However, measuring the interactions between channels—particularly direct response and broad reach—is notoriously difficult. ROI-tunnel vision has led companies to focus their efforts on channels that are more easily measured, while harder-to-measure channels dwindle.

Watch the on-demand, 30-minute recorded webinar as MarketBridge analytics leaders Andy Hasselwander and Brice Chaney synthesize 20+ years of multi-channel attribution experience. Get best practices on integrating direct response measurement and econometric modeling to understand which channels drive demand—even for long-sales cycles and complex products and services.

What we cover…

Multi-touch attribution (MTA) vs. marketing mix modeling (MMM)
Using econometric time series analysis to determine channels’ part-worth performance contribution
Measuring the impacts of System 1 (emotional, fast) and System 2 (rational, slow) marketing tactics and messages
Measuring the delayed impacts of marketing channels like direct mail
Measuring marketing impact across segments—for example, age groups or geographies

WATCH THE ON-DEMAND WEBINAR

Presenters…

Andy Hasselwander
Chief Analytics Officer

As Chief Analytics Officer, Andy leads marketing science efforts at MarketBridge. Andy has spent 20+ years helping leaders in the technology, insurance, and consumer sectors use data to create acquisition and consumer experience platforms that profitably grow revenues. Andy’s specialty is combining big data (machine learning and AI) with small data (social science and customer psychology.)

Brice Chaney
Vice President, Accounts

As Vice President of Accounts, Brice works with client leads to deliver creative and effective go-to-market solutions and programs. Brice has spent the last 12+ years broadly in the commercial strategy and insights space. Within this space, Brice has a diverse background spanning analytics, consumer insights/research, commercial strategy and sales and marketing operations, and has worked across multiple B2B and B2C industries including software/technology, insurance, financial services, CPG, and Media.

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