DATAxSCIENCE
Solving the Attribution Puzzle
Bridging MMM and MTA for Better Marketing Outcomes
Market mix models (MMM) have been a staple of marketing analytics for decades, but our ever-expanding digital footprints have facilitated the rise of multi-touch attribution (MTA) as a competing paradigm for understanding the ROI of each component of marketing spend.
Each approach has its pros and cons: MMMs are more comprehensive, but they take more time. MTA models are faster and more granular, but generally apply to more limited use cases. This creates challenges for marketers, as they try approaches to connect the two to gain from both, while avoiding mistakes.
Learn how marketers are solving the attribution puzzle — as leaders in the field discussed:
- What are best practices for ensuring that data inputs are good enough?
- What strategies have worked for integrating top-down MMM with bottom-up MTA?
- What questions should you ask vendors?
- What do research and analytics staffs need to do to optimize workflows and processes?
Read key takeaways, download presentations & view videos.
Featured Speakers
Diageo
Sequent Partners
Microsoft
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