Remove best-practice multivariate
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The Next Era of Marketing: Aditya Joshi of Bain on Strategists, Technologists and Analysts

Adobe Experience Cloud Blog

But we can’t talk about a shift in what we’re doing or even how we’re doing it without defining what new skills are needed and how the role of the marketer is changing. Aditya leads the marketing excellence practice at Bain, and works with some of the world’s leading brands and marketers. EIU : That’s now.

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How to Measure the ROI of Your Marketing Programs

Adobe Experience Cloud Blog

Doesn’t account for the influence of subsequent touches– so insights are directional at best. I gave an example of multi-touch attribution in my post, The ROI of Paid Social Media Ads. That’s why I believe it’s often best to weight all your touches equally. Full Market Mix Modeling.