#multichannel-attribution

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#attribution #marketing-analytics #mobile-marketing #data-integration #marketing-mix-modeling-mmm
fromThe Drum
1 week ago
Marketing tech

Facebook's Dunnhumby deal makes the case for attribution

Marketers must implement true multichannel attribution by connecting digital and offline data to measure each channel's contribution and improve ROI, with mobile as a priority.
fromSocial Media Today
3 months ago

Meta Shares Tips on Marketing Mix Modeling Approaches

Marketers today contend with many challenges when measuring the impact of their efforts. Part of that complexity comes from the proliferation of marketing channels they engage with: Running campaigns across TV, digital, social, and offline channels, it's tough to know what's working and what's not. Using MMM in combination with Lift Measurement will provide additional validation of your overall results, as both tests will indicate relative performance.
Marketing tech
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