What’s in a name? MMM, multi-touch attribution and cross-channel attribution compared

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Marketing analytics is one of the most buzzed-about categories in the current red-hot martech landscape. For those of us in the industry, it’s exciting to see so much interest and innovation around how we measure the effects of our efforts. But where there’s buzz, buzzwords will follow, and the marketing analytics space is no exception.

Even in my small corner of the world, attribution, the language used to describe methodologies and technologies is often murky. “Attribution” means different things to different people, especially across our dynamic ecosystem of vendors, agencies and brands, not to mention the ad tech side of things.

It also gets jumbled up with other sophisticated measurement techniques like marketing/media mix modeling (MMM) and further complicated with data science lingo, like AI and machine learning.

[Read the full article on MarTech Today.]


Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.


About The Author

Alison Lohse is COO and Co-founder of Conversion Logic. Alison spent the last 18 years focused on digital strategy for a number of Fortune 100 companies across many industries including telecom, retail, travel, B2B, CPG and tech. Her expertise and focus on client service, advanced analytics, media planning and optimization lends Alison a unique ability to drive digital strategies that scale brands helping them reach a wider audience. Cutting her teeth on digital starting in 2000, she worked across the interactive media practices at Starcom IP, then Avenue A, Razorfish and SMG with a focus on sophisticated media buying through analytics and optimization. Most recently, Alison was the Regional VP of Visual IQ, Chicago where she worked with Conversion Logic’s CEO, Trevor Testwuide. Alison earned an MA from the University of Manchester (UK) and holds a degree in art history from Lawrence University.


 

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