Attribution

The Resurgence of Marketing Mix Modeling (MMM)

With pixel-level tracking breaking down, enterprise marketers are rediscovering statistical modeling to measure true channel impact.

For years, digital marketers mocked traditional TV and billboard advertisers for their inability to measure exact ROI. We had the mighty tracking pixel. We knew exactly which click led to which sale. But the pixel is dying, and an old statistical heavyweight is making a massive comeback: Marketing Mix Modeling (MMM)...

← Back to all Marketing Intelligence Guides