A Threefold Approach to Modern Cross-Channel Measurement

Wed, 13 Aug 2025 00:00:00 -0400
Event Recaps

During a session held at a July 2025 meeting of the ANA’s MarTech Committee, Jessica Nachtigall of Jellyfish proposed a three-layered method to modern cross-channel measurement — a method comprised of cross-channel attribution efforts, modern marketing mix modeling, and experimentation.