Multi-Touch Attribution

Answer

Explores why attribution is 'broken' and how to balance Multi-Touch Attribution with MMM and incrementality testing for better decision-making.

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 why attribution is 'broken' and how to balance Multi-Touch Attribution with MMM and incrementality testing for better decision-making.

2. 2. Where Does Your Marketing Money Go? The Executive's Guide to Attribution — David Saxon | Why Attribution is Crucial in Marketing, The Different Attribution Models, What Attribution Models Reveal about the Customer Journey (#306)

   Ecommerce Coffee Break

   A guide to different attribution models (MTA, linear, U-shaped) and how they reveal the customer journey to help executives allocate budget.

3. 3. 9-Figure Brand Strategies: Scaling Omnichannel Ads with Universal Attribution | #229 Philippe Roireau

   Ecommerce Coffee Break

   Discusses scaling 9-figure brands using universal attribution and tracking the customer journey across multiple devices and channels.

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