Brett Curry discusses modern omnichannel attribution and Marketing Mix Modeling (MMM) to accurately value channels like YouTube that traditional reporting undercounts.
Brett Curry discusses modern omnichannel attribution and Marketing Mix Modeling (MMM) to accurately value channels like YouTube that traditional reporting undercounts.
Michael True of Prescient AI explains how Marketing Mix Modeling (MMM) solves the problem of messy multi-channel attribution and helps link offline sales to digital ads.
Philippe Roireau from Northbeam discusses 'Universal Attribution' and how high-scale brands manage data across all advertising channels for better decision-making.