Trevor Testwuide says, “Although some have termed 2016 the year of attribution, many marketers (and their bosses) still aren’t clear on exactly what attribution is. The concept is simple: You attribute credit and value where they are due.

And in today’s analytics-driven, multichannel world, we all want to know not only whether what we’re doing is working but also where, when, with whom, and how well.

But drill down a level, and most marketers are unclear which measurement approaches are right for their business:

– Do I need high-level insights around budget planning, or tactical insights to optimize in a channel?
– What can I get out of my existing tools, like site-side analytics?
– When do I need something specific?
– What’s the difference between all the solutions that claim to offer attribution, and which one makes sense for me?”.

Marketing Mix Modeling vs. Attribution: Which One Is Right for Your Business?

MarketingProfs

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