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Data Driven Attribution or Media Mix Modelling?


Data Driven Attribution and Media Mix Modelling (MMM) both help marketers understand marketing channel performance and return on investment. While it’s true that both help to measure marketing success, they differ in their data requirements and capabilities. If you are … Read Full Post

Cardinal Path Acquired by Dentsu Aegis Network

dentsu logo

This was an exciting week for all of us with the announcement of Dentsu Aegis Network’s acquisition of Cardinal Path. A global media group that specializes in marketing media, digital, and creative communication services, Dentsu Aegis Network’s purchase of Cardinal … Read Full Post

Digital Data Collection 101

Digital Data Collection

I look at digital data all day and often take for granted how good I’ve got it. When running an analysis on the impact of a marketing campaign or an A/B test, there are hundreds of thousands of data points … Read Full Post

Digital data analytics talent: how to hire for your analytics program

Smash, Stop Making Analytics So Hard

Back in 2012, the Harvard Business Review declared the Data Scientist the “sexiest job of the century,” and since then, marketers have been challenged to assemble a mix of analysts, statisticians, developers, mathematicians, data scientists and more, to fulfill on … Read Full Post

Five Questions About Innovation with John Hossack, Cardinal Path President

John Hossack, President and Co-founder of Cardinal Path

Cardinal Path’s President and co-founder John Hossack explains why innovation is at the core of everything that his company does in order to be successful in the recent issue of Advantage Magazine. In the article, Converting Data Into Dollars, John … Read Full Post

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