Insights

How Multi-Touch Attribution Helps Brands Master the Multiverse

The aim of the game for 2019 for marketers is to keep moving. To keep pace with consumers, marketers must continually test new marketing channels and tactics to supplement and evolve their acquisition strategies. But they also need to prove the impact of these investments on sales, revenue and...

Our Head of Analytics on the Future of Attribution

While marketing mix modeling can answer key channel allocation questions, this approach only works at an aggregate level. To tactically understand how an individual spot or ad performs, marketers need multi-touch attribution.

Meet the Female Esports Fan

Esports fans are often described as simply “male Millennials”—and the description often fits: Globally, men far outnumber women both as esports competitors and fans. That doesn’t mean women aren’t in the game, however. Females are engaging with esports, and at increasing rates.

Driving Social Change and Awareness Through Para-Sports

In addition to representing their countries and competing for medals, para-sports athletes participating in the Rio 2016 Paralympic Games this month will be challenging stereotypes, increasing inclusion and breaking down social barriers—something these competitors have been doing since the first...

Beijing Olympics Most-Viewed Event in American Television History

The New York Times reports that the Summer Olympics in Beijing was the most-viewed event in American television history, according to data provided by Nielsen Media Research. The Beijing Games surpassed the old record- 209 million viewers of the 1996 Games in Atlanta- on Saturday night. Through...

Beijing Games Most-Watched Olympics Ever

As athletes continued to break world records in the last days of the 2008 Summer Olympics, the Beijing Games’ set a record of its own — as the most-watched Olympics ever.    Global television broadcasts during the first ten days of the Games (August 8 – 17) attracted a...

Phelps Remains Most Buzzworthy Olympic Athlete

During the second week of the Beijing Summer Olympics, American swimmer Michael Phelps continued to dominate online Olympics buzz, The New York Times reported Monday. Between August 8 and 21, Phelps was the most-buzzed about Olympic athlete — with a 38% share of all blog posts about gold...