Webinar Recap: How Today’s Best Marketers are Navigating MTA, MMM, and Testing

The marketing landscape has shifted dramatically over the past few years, with privacy changes, data deprecation, and evolving consumer behavior creating new challenges for marketers trying to measure performance. In our recent webinar, “The Future of Marketing Measurement: MTA, MMM, and Testing”, experts from Rockerbox, Fairing, and Cauzle Analytics came together to share their insights on how brands can navigate these changes by leveraging a multi-layered approach to measurement.

If you missed the live event, don’t worry—you can still catch all the insights by watching the webinar on demand. Below is a recap of the key topics we covered and why this session is a must-watch for any marketer looking to optimize their media investments in today’s complex landscape.

Key Takeaways from the Webinar

1. The Shift from Bottom-Up to Top-Down Measurement

As privacy regulations such as Apple’s ATT and GDPR take hold, marketers are being forced to move away from the deterministic, bottom-up measurement models that once dominated the industry. Instead, as Matt Bahr, CEO of Fairing, explained, brands are now adopting a top-down approach to measurement, using tools like Marketing Mix Modeling (MMM) to analyze aggregated data and broader trends across channels.

Bahr noted, “With the limitations on tracking individual users, we’ve had to rethink how we approach measurement, moving from granular touchpoints to understanding bigger-picture patterns.”

2. Multi-Touch Attribution Still Has a Role to Play

While the rise of MMM is clear, Multi-Touch Attribution (MTA) still plays a critical role in many marketers’ toolkits—especially for brands that are predominantly digital. Ron Jacobson, CEO of Rockerbox, highlighted how MTA is invaluable for day-to-day campaign optimization, providing a granular look at performance across digital channels like Meta, Google, and TikTok.

“MTA is great for giving you real-time, granular data that can guide your daily optimizations,” Jacobson said. “But to get the full picture, it’s important to layer MTA with MMM and testing.”

3. Testing: The Key to Validating Marketing Performance

Testing also plays a critical role, layered on top of MTA and a solid data foundation. Incrementality testing, in particular, is key to validating the performance of specific channels or campaigns. Jim Gianoglio, founder of Cauzle Analytics, emphasized the value of testing in uncovering the real impact of marketing spend.

“Testing gives you the clearest view of what’s actually driving results,” said Gianoglio. “It’s the most reliable way to measure the incremental lift from a campaign or channel.”

However, as the panelists discussed, testing comes with costs—both in terms of time and resources. The key is to apply testing thoughtfully and to integrate the results with your MTA and MMM models to refine and improve the accuracy of your day-to-day data.

Why You Should Watch the Webinar

This webinar is packed with insights from these industry experts who have worked with some of the world’s most innovative brands to solve today’s toughest marketing challenges. Whether you're looking to get more value out of your digital channels, explore MMM as a solution for multi-channel measurement, or implement testing to validate campaign impact, this session covers everything you need to know.

Ready to dive in? Watch the full webinar on demand below.