Multi-touch attribution (MTA) vs. marketing mix modeling (MMM)
Marketing through multiple channels is the right move; customers rapidly switch between communication modes, and some segments are more reachable in one channel than another. However, measuring the interactions between channels—particularly direct response and broad reach—is notoriously difficult. ROI-tunnel vision has led companies to focus their efforts on channels that are more easily measured, while harder-to-measure channels dwindle.
Watch the on-demand, 30-minute recorded webinar as our analytics leaders Andy Hasselwander and Brice Chaney give an in-depth look at the framework, “Multi-touch Attribution & Measuring Your Marketing Halo,” and synthesize 20+ years of multi-channel attribution experience. Get best practices on integrating direct response measurement and econometric modeling to understand which channels drive demand—even for long-sales cycles and complex products and services.
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As Chief Analytics Officer, Andy leads our marketing science efforts. He has spent 20+ years helping leaders in the technology, insurance, and consumer sectors use data to create acquisition and consumer experience platforms that profitably grow revenues. His specialty is combining big data (machine learning and AI) with small data (social science and customer psychology.)
As Vice President of Accounts, Brice works with client leads to deliver creative and effective go-to-market solutions and programs. Brice has spent the last 12+ years broadly in the commercial strategy and insights space. Within this space, Brice has a diverse background spanning analytics, consumer insights/research, commercial strategy, sales and marketing operations, and has worked across multiple B2B and B2C industries including software/technology, insurance, financial services, CPG, and Media.