Marketing Mix Modelling or MMM is a regression-based approach to identifying the drivers of sales for a business or brand – making it a form of attribution. For many advertisers it is used to understand and optimise the effects of paid media in generating sales outcomes. Unlike many other forms of attribution, MMM aims to … Read More
Marketing Mix Modelling
What is full funnel attribution in marketing?
Imagine this situation. You work in a large organisation as a digital marketing manager. You observe a sharp increase in GA direct, organic and brand generic web traffic. You want to explain the uptick but there’s nothing in your digital data that can explain it. However, you do know that your brand launched a TV/AV … Read More