Multi-Touch Attribution (Mta)

Answer

A deep dive into marketing measurement, specifically comparing Multi-Touch Attribution (MTA) with Media Mix Modeling (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 marketing measurement, specifically comparing Multi-Touch Attribution (MTA) with Media Mix Modeling (MMM) and incrementality testing.

2. 2. How to Grow Profits in 2026

   eCommerce MasterPlan

   A panel discussion focused on 2026 growth strategies, featuring a specific breakdown of how modern brands utilize multi-touch attribution (MTA) models.

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

   Ecommerce Coffee Break

   Explores how 9-figure brands scale using universal attribution and omnichannel tracking to solve the messiness of modern marketing data.

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