Multi-Touch Attribution Models

Answer

This episode provides a modern look at Multi-Touch Attribution (MTA) vs. Media Mix Modeling (MMM) and incrementality, recorded in May 2025.

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

   This episode provides a modern look at Multi-Touch Attribution (MTA) vs. Media Mix Modeling (MMM) and incrementality, recorded in May 2025.

2. 2. Bonus: The Hard Truth About Marketing Measurement with Constantine Yurevich of SegmentStream

   DTC Podcast

   A comprehensive breakdown of the current marketing measurement landscape, including various attribution models and incrementality testing.

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

   OPERATORS

   Sean Frank and Austin Harrison discuss using incrementality and MTA to reduce waste and scale e-commerce brands effectively.

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