Tag: marketing-mix-modelling
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Why has multi-touch attribution broken, and what replaces it?
Multi-touch attribution needed user-level identity above 90% coverage. That coverage collapsed. Below 60% resolution, credit defaults to last click. Stop treating it as truth and move budget decisions to incrementality and mix modelling.
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How do you measure marketing across offline and digital channels?
Digital gets over-credited because it is easy to track. Offline and brand do the work and take the blame. The fix is marketing mix modelling, with geo-lift experiments as the tie-breaker.