Multi-Touch Attribution

Answer

A deep dive into why attribution is broken and how to navigate the differences between MTA, MMM, and incrementality testing.

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

   A deep dive into why attribution is broken and how to navigate the differences between MTA, MMM, and incrementality testing.

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

   An executive guide to attribution models, explaining how to track the customer journey and allocate budget effectively across touchpoints.

3. 3. How to Grow Profits in 2026

   eCommerce MasterPlan

   A panel discussion focused on growing ecommerce profitability in 2026, specifically highlighting the role of MTA in multi-channel strategies.

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