The Expansion of Measurement: From Attribution to MMM to Testing

The methodologies available to marketers are becoming increasingly complex. From the precision of Multi-Touch Attribution (MTA) to the broader scope of Marketing Mix Modeling (MMM) and the insights gained from incrementality testing, brands are faced with an array of tools to optimize their strategies. However, the question remains: Which measurement solution works best in which context, and how should marketers combine these to maximize efficiency and ROI?

In this panel discussion, industry leaders will dive into the pros, cons, and use cases for each measurement approach. Attendees will learn how to effectively balance MTA, MMM, and testing to create a more comprehensive understanding of their marketing efforts. The conversation will cover real-world examples, best practices for leveraging each solution, and how to adapt as the measurement landscape continues to evolve. Whether you're looking to sharpen your attribution strategies or understand how to incorporate incrementality tests into your marketing, this webinar will provide actionable insights to elevate your measurement strategy.

Key Takeaways:

• Understand the strengths and limitations of MTA, MMM, and testing in today’s marketing ecosystem.
• Learn when to use each measurement solution based on campaign goals and marketing objectives.
• Explore best practices for combining these methodologies to achieve a holistic view of marketing performance.
• Get real-world insights on how leading brands are adapting to the shifting measurement landscape.