"As they struggle to estimate the impact of their paid social and creator marketing activity, more marketers are turning away from deterministic measures of media success, and towards hybrid approaches and mixed media modelling (MMM) AI software. It's a sea-change for marketers used to depending on last-touch attribution metrics that come directly from social platforms. Practitioners in the paid social and influencer marketing space have long been skeptical regarding the use of last-touch attribution models because they risk unduly crediting lower-funnel marketing channels with sales."
"But such measures give clear, deterministic answers to marketers worried about proving the worth of their work to skeptical finance teams. Alternatives, such as mixed media models, didn't provide answers fast enough for clients weighing up mid-flight changes to campaigns. "Historically, marketers have leaned towards those deterministic KPIs," said Rita Steinberg, vp, media at Toronto-based full-service agency Fuse Create. "[But] the consumer journey has shifted so much that it's just not really realistic to rely on that.""
Marketers struggle to estimate the impact of paid social and creator marketing and are increasingly abandoning deterministic last-touch attribution. Last-touch models risk unduly crediting lower-funnel channels and fail to reflect complex consumer journeys. Deterministic KPIs provide clear answers for finance teams, while mixed-media models historically lacked the speed for mid-flight campaign decisions. Many teams now blend UTMs, brand lift and post-purchase surveys, platform pixels, and affiliate tracking, often using generative AI to integrate these signals. The paid social and influencer space is moving toward a more nuanced, multi-metric approach to measure ROI and guide investment.
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