Multi-Touch Attribution (Mta)

Answer

Host Brett Curry and Tom Leonard discuss the complexities of MTA, MMM, and incrementality, offering advice on how to measure marketing impact accurately.

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 MTA, MMM, and incrementality, offering advice on how to measure marketing impact accurately.

2. 2. How Ridge Uses Incrementality to Cut Waste and Scale What Works

   OPERATORS

   Austin Harrison (Northbeam) and Sean Frank explore incrementality testing and how to avoid broken signals in measurement frameworks like MTA.

3. 3. How to Grow Profits in 2026

   eCommerce MasterPlan

   A panel discussion on growing profits in 2026, featuring expert insights on how brands currently utilize MTA across various marketing channels.

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