As a new contributor this blog, let me begin by introducing myself. My name is Dave Bilbrough, and I am a Solutions Architect on the SAS Customer Intelligence team, specializing in Digital Marketing. I am pleased to bring a digital perspective to the this blog seen through the prism of my background
I recently read an excellent research report by the IAB and Forrester titled Digital Attribution Comes of Age (full disclosure, SAS was a sponsor). In the paper, they talked specifically about improved multichannel measurement, data driven decision making and media buying leverage for marketers. Attribution, for me, is the natural evolution of marketing mix modelling
In the digital advertising space publishers—large and small—are operating in a complicated, fragmented environment, affected by the impact of digital, the collapse of traditional advertising economics, and the pain of legacy technologies. In this same environment, brands and ad buyers are demanding more accountability, effectiveness, and flexibility in their placements.
