It’s time to move on from multi-touch attribution
MTA promises precise measurement, but delivers complexity and confusion. It's time to replace it with incrementality testing and MMM.
Identify traffic-stealing competitors
Find untapped opportunities
Create outperforming content
MTA promises precise measurement, but delivers complexity and confusion. It's time to replace it with incrementality testing and MMM.
Tom Leonard | Jun 20, 2025 at 9:31 am ETAttribution tells you what happened. Incrementality tells you if it mattered. Here’s why that difference is costing you more than you think.
Tom Leonard | Apr 17, 2025 at 11:18 am ET