Attribution Models

Answer

Explores the shift from traditional attribution to Media Mix Modeling and incrementality to fix measurement gaps.

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

   Explores the shift from traditional attribution to Media Mix Modeling and incrementality to fix measurement gaps.

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

   DTC Podcast

   Constantine Yurevich provides a masterclass on various measurement frameworks including MMM and Empirical Attribution.

3. 3. Ep 609: The New Rules for Meta Attribution (and the setting you need to test NOW)

   DTC Podcast

   A technical look at recent changes to Meta's attribution settings and how click-only models affect reporting accuracy.

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