Changes in the media landscape have placed new demands on media effectiveness modelling. Both attribution and marketing mix modelling (MMM) have a role to play, and can complement each other to enable fuller understanding. However, over-reliance on attribution – particularly last-touch attribution – can lead to short-term thinking and non-optimal budget allocation. As the ‘death’ of the cookie undermines attribution, there is a shift back to MMM. MMM techniques are adapting to the challenges of a fragmented, digital landscape but also the opportunities for speed and agility that it affords.
Definition
Attribution is a process of linking ‘impact’ outcomes such...