Multi-Touch Attribution

Answer

Host Brett Curry and Tom Leonard discuss the complexities of Multi-Touch Attribution (MTA), Media Mix Modeling (MMM), and the difficulty of measuring causality in marketing journeys.

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

   Host Brett Curry and Tom Leonard discuss the complexities of Multi-Touch Attribution (MTA), Media Mix Modeling (MMM), and the difficulty of measuring causality in marketing journeys.

2. 2. Only the Paranoid Survive: eCommerce Wisdom From Rishabh Jain

   Up Arrow Podcast

   Rishabh Jain shares e-commerce wisdom regarding scaling challenges and offers a critical analysis of multi-touch attribution models in high-growth environments.

3. 3. 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

   CEO David Saxon provides an executive's guide to attribution, explaining different models like linear and U-shaped to help leaders understand the customer journey and spend better.

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