Tale of Two Measurement Models
See why combining MMM and MTA compromises your data and leads to inaccurate measurement.
Marketers today seek a holistic view of the customer journey and marketing performance. In an effort to meet this need, some providers offer ‘unified modeling’ — a solution they say combines marketing mix models with multi-touch attribution models into a single tool.
Although ‘unified’ modeling looks possible on paper, it’s actually the wrong tool for the job. In fact, controlled evaluations of “unified models” observed error rates 5x greater than distinct models.
At best, unified modeling compromises the most useful aspects of measurement tools. At worst, unified modeling introduces noise that can lead to misleading or downright inaccurate metrics.
Download the ebook to learn:
- Important differences between marketing mix modeling and multi-touch attribution
- How a ‘unified modeling’ solution compromises usefulness, actionability and accuracy
- Why marketers at every level should not rely on insights generated by ‘unified’ models
- How you can leverage the strengths of each model, preserve the integrity of your data, and get actionable insights