Attribution Models

Answer

Brett Curry and Tom Leonard discuss the shift from traditional attribution to Media Mix Modeling (MMM) and incrementality to fix broken measurement systems.

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

   Brett Curry and Tom Leonard discuss the shift from traditional attribution to Media Mix Modeling (MMM) and incrementality to fix broken measurement systems.

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

   DTC Podcast

   Constantine Yurevich of SegmentStream provides a masterclass on various measurement frameworks, including MMM and causal testing, to replace outdated attribution.

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

   Honest Ecommerce

   Scott Desgrosseilliers, CEO of Wicked Reports, discusses marketing attribution platforms and selecting the right models for brands scaling from $3m to $30m.

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