A new report says that the advertising industry still needs to do a lot more work to be able to attribute sales to, and calculate return on investment of, cross-platform campaigns.
The report, commissioned by the Coalition for Innovative Media Measurement in collaboration with the American Association of Advertising Agencies’ Media Measurement Task Force, was written by Sequent Partners.
Designed to determine best practices in cross-platform attribution and ROI analysis, the report was set to be presented during CIMM’s 6th Annual Cross-Platform Media Measurement & Data Summit on Thursday (Feb. 16).
The report found that that the gap between marketing mix models, used for media and marketing budget allocation, and attribution models, which are purely focused on digital paths and allocation, is narrowing. But the lack an integrated cross-platform solution is causing confusion.
Read more at B&C.