Multi-Channel Attribution

Answer

Mike True discusses how Marketing Mix Modeling helps brands manage the complexity of multiple ad channels and measure top-of-funnel effectiveness.

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 Marketing Mix Modeling helps brands manage the complexity of multiple ad channels and measure top-of-funnel effectiveness.

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

   eCommerce Evolution

   Explores the differences between Multi-Touch Attribution (MTA) and Media Mix Modeling (MMM) to help brands find more accurate measurement frameworks.

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

   DTC Podcast

   A masterclass in modern marketing measurement, moving beyond simple attribution to models that account for the entire marketing mix.

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