Ad Attribution Modeling

Answer

Mike True discusses using Marketing Mix Modeling (MMM) to solve attribution challenges in multi-channel advertising and measure top-of-funnel impact.

Source: Struggling with Ad Spend ROI? Try Marketing Mix Modeling — Michael True | Why More Ad Channels Make Attribution Messy, Why Top-of-Funnel Is Hard To Measure, How To Link Offline Sales To Digital Ads, How To Use Marketing Mix Modeling in Ecommerce (#424) on Ecommerce Coffee Break.

Top episodes

1. 1. Struggling with Ad Spend ROI? Try Marketing Mix Modeling — Michael True | Why More Ad Channels Make Attribution Messy, Why Top-of-Funnel Is Hard To Measure, How To Link Offline Sales To Digital Ads, How To Use Marketing Mix Modeling in Ecommerce (#424)

   Ecommerce Coffee Break

   Mike True discusses using Marketing Mix Modeling (MMM) to solve attribution challenges in multi-channel advertising and measure top-of-funnel impact.

2. 2. Attribution is Broken: Understanding MTAs, MMMs, and Incrementality

   eCommerce Evolution

   An exploration of why traditional attribution is broken and how to implement Media Mix Modeling (MMM) and incrementality testing for better accuracy.

3. 3. The 2026 Measurement Crisis: Why Your Media Efficiency is Probably a Lie With Sally Kazin and Ross Walker - Episode 438

   Ecommerce Braintrust

   Experts discuss the upcoming measurement crisis, duplicated attribution issues, and the necessity of media mix modeling for ecommerce brands.

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