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: