Attribution Modeling

Answer

A deep dive into why current attribution is broken and how to use MMM and incrementality to fix it.

Source: Attribution is Broken: Understanding MTAs, MMMs, and Incrementality on eCommerce Evolution.

Top episodes

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

   eCommerce Evolution

   A deep dive into why current attribution is broken and how to use MMM and incrementality to fix it.

2. 2. Bonus: The Hard Truth About Marketing Measurement with Constantine Yurevich of SegmentStream

   DTC Podcast

   An expert breakdown of marketing measurement, covering various attribution models and testing methodologies.

3. 3. Evaluating Marketing Wins Beyond Vanity Metrics | Scott Desgrosseilliers | Bonus Episode

   Honest Ecommerce

   The founder of Wicked Reports discusses evaluating marketing wins and choosing the right attribution models.

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