Multi-Touch Attribution Models

Answer

Explores the limitations of current attribution and how to operationalize Media Mix Modeling (MMM) and incrementality alongside Multi-Touch Attribution.

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

   Explores the limitations of current attribution and how to operationalize Media Mix Modeling (MMM) and incrementality alongside Multi-Touch Attribution.

2. 2. Flexibility Into Every Marketing Decision | Bradley Keefer & Justin Jefferson | KDS | Bonus Episode

   Honest Ecommerce

   Discusses moving from rearview analytics to predictive decisioning using Bayesian-powered marketing mix modeling and multi-touch attribution.

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

   Ecommerce Coffee Break

   Focuses on scaling 9-figure brands using universal attribution to track complex omnichannel customer journeys across multiple devices.

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