--- title: Blog - Marketing & Sales Performance | Measurement Mojo | Scott Clair description: As Measurement Mojo’s Vice President of Data Science, Scott is the driving force behind our analytics strategy. He works to establish performance metrics, exploded segmentation, measurement architecture and advanced analytics that bridge the gap between data and defined business purposes. “Dr. Clair,” as we call him, has more than 50 peer-reviewed publications to his name and dual degrees in statistics and psychology. --- [![measurement-mojo-logo-color-tagline](https://www.measurementmojo.com/hubfs/measurement-mojo-logo-color-tagline.svg "measurement-mojo-logo-color-tagline")](https://www.measurementmojo.com/) - [Commercial Performance ArchitectureSM](https://www.measurementmojo.com/cpa) - Solutions - [Marketing](https://www.measurementmojo.com/marketing) - [Sales](https://www.measurementmojo.com/sales) - [About](https://www.measurementmojo.com/about-us) - Resources - [Blog](https://www.measurementmojo.com/blog) - [Videos](https://www.measurementmojo.com/videos) - [Contact](https://www.measurementmojo.com/contact-us) ## [Benefits and Limitations of Multitouch Attribution](https://www.measurementmojo.com/blog/benefits-and-limitations-of-multitouch-attribution) [Scott Clair](https://www.measurementmojo.com/blog/author/scott-clair) | March 16, 2021 ---   Sophisticated multichannel marketing campaigns often comprise complex customer journeys—sometimes with dozens of different customer interactions across different devices at different times and using different messages and marketing tactics. While marketing analysts often measure the sales lift and ROI of such marketing campaigns in their entirety, [multitouch attribution attempts to quantify the contributions of each individual component of the campaign](https://www.forbes.com/sites/paultalbot/2018/06/08/multi-touch-attribution-modeling-a-more-revealing-look-at-the-customer-journey/#43db69662191). As multichannel marketing becomes increasingly important in an ever more complex marketing ecosystem, pharmaceutical companies are turning to multitouch attribution models to give them a more nuanced understanding of how to allocate their marketing budgets.  [Scott Clair](https://www.measurementmojo.com/blog/author/scott-clair) | May 1, 2018 ## [The Evolving Role of Machine Learning in Measurement and Optimization](https://www.measurementmojo.com/blog/machinelearningmeasurement) --- If you follow emerging technology, you’ve undoubtedly noticed the growing discussion about machine... [Scott Clair](https://www.measurementmojo.com/blog/author/scott-clair) | April 1, 2019 ## [The benefits and limitations of Marketing Mix Models](https://www.measurementmojo.com/blog/benefits-limitations-marketing-mix-models) --- During my recent discussions with Mojo clients, I’ve heard the words “Marketing Mix Models” pop up... [Scott Clair](https://www.measurementmojo.com/blog/author/scott-clair) | May 2, 2018 ## [The biggest pharma marketing BI trends of 2017](https://www.measurementmojo.com/blog/biggest-pharma-marketing-bi-trends-2017) --- It’s no surprise that big data, and business intelligence, are booming in the pharma industry.... [Scott Clair](https://www.measurementmojo.com/blog/author/scott-clair) | May 2, 2018 ## [The science of test/control in marketing measurement](https://www.measurementmojo.com/blog/science-test-control-marketing-measurement) --- Marketing measurement means more than tracking opens, clicks and returned business reply cards.... [![mojo-bug](https://www.measurementmojo.com/hubfs/mojo-bug.svg "mojo-bug")](https://www.measurementmojo.com/) - [CPASM](https://www.measurementmojo.com/cpa) - [Marketing](https://www.measurementmojo.com/marketing) - [Sales](https://www.measurementmojo.com/sales) - [Industries](https://www.measurementmojo.com/industries) - [About](https://www.measurementmojo.com/about-us) - [Blog](https://www.measurementmojo.com/blog) - [Contact](https://www.measurementmojo.com/contact-us) [917-749-6875](tel:9177496875) © 2026 Measurement Mojo. All rights reserved. [Privacy & Disclaimer](https://www.measurementmojo.com/privacy-and-disclaimer)