At Rockerbox, we believe there’s not just one way to measure the impact of your marketing and make strategic and budgetary decisions. Different marketing analyses like Multi-Touch Attribution and Marketing Mix Modeling each have their own strengths and weaknesses that make them suited for specific tasks.
In a webinar on July 23 at 1 p.m. ET, Ron Jacobson, CEO/Co-Founder of Rockerbox; Kelsey Kearns, Head of CS at Rockerbox, Myles Younger, Head of Innovation and Insights at U of Digital, and Tylynn Pettrey, VP of Data Science at Chalice Custom Algorithms, discussed how to leverage MTA and MMM together for more confident strategy and budgeting decisions.
MMM, or Marketing Mix Modeling, is a top-down statistical analysis that helps marketers understand the high-level correlation between marketing investments and revenue.
MTA is a log-level, bottoms-up analysis that can be used by marketers to understand on a very granular level how individual channels and the creatives used on them are performing.
MMM excels in areas that MTA doesn’t and vice versa. MMM can be used to set high-level budgets across all your channels, while MTA can be leveraged to make campaign-level adjustments within those budget constraints for optimal CPA and ROAS.
Watch the webinar on-demand today.
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