Multi-Channel Attribution

Answer

Mike True discusses how to manage messy multi-channel attribution using Marketing Mix Modeling (MMM) to measure top-of-funnel and offline 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 how to manage messy multi-channel attribution using Marketing Mix Modeling (MMM) to measure top-of-funnel and offline impact.

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

   DTC Podcast

   Constantine Yurevich provides an expert breakdown of marketing measurement, moving beyond basic attribution to MMM and incrementality.

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

   eCommerce Evolution

   This episode explores the breakdown of traditional attribution and how to operationalize Media Mix Modeling and incrementality testing.

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