An overview of industry viewpoints on measurement techniques
As the digital ecosystem rapidly evolves, Multi-Touch Attribution (MTA) is gaining noticeable traction among forward-thinking digital players in our industry. Many advertisers, however, have been using Marketing Mix Modeling (MMM) for much longer and are hesitant to move beyond this tried and true methodology. For a detailed definition of MTA and MMM, please see Appendix I.
The conversation is ongoing over which of the two is better, with arguments ranging from turnaround time to granularity, cost, and actionability. Despite the debate, we believe that these two approaches are not mutually exclusive and could be complementary when used correctly. In fact, several companies have applied their own unified approach to combine the benefits of both MMM . . .
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