Integrating the insights from multi-touch attribution (MTA) and marketing mix modeling (MMM) enables the flexibility to measure various marketing investments differently, and more accurately.

Aligning the insights of MTA and MMM solutions offers an opportunity for better decisions at the strategic and tactical levels. Using the two models together enables marketers to trust the insights and develop coherent and consistent action plans.

The key to success in integrating both approaches is a two-way communication that ensures coherent and consistent recommendations from both models. MTA models can provide timely updates for digital media performance based on actual observations of individuals and MMM can provide updated readings on baseline demand and impact of online media using more factors.

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