Attribution (Marketing)
MMM, MTA, Unified Marketing Measurement und kanalübergreifende Wirkungsanalysen.
- Attribution Models Attribution
Attribution models are rules by which the value of a conversion is distributed across the touchpoints involved in a customer journey. They range from simple models such as last-click to data-driven approaches based on machine learning.
- Marketing Mix Modeling Attribution
Marketing mix modeling (MMM) is a statistical method that estimates the contribution of individual marketing channels and factors to business results. It uses aggregated data without user tracking and is seeing a renaissance driven by privacy and AI.