...
 
 
Site Search
 

Market mix models (MMM) have been a staple of marketing analytics for decades, but our ever-expanding digital footprints have facilitated the rise of multi-touch attribution (MTA) as a competing paradigm for understanding the ROI of each component of marketing spend. Learn how marketers are solving the attribution puzzle— whether a traditional brand or an upstart, whether selling directly to consumers, or through retail channels — as leaders in the field discuss best practices.