What’s in a name? MMM, multi-touch attribution and cross-channel attribution compared
Attribution invokes a ton of buzzwords, and navigating them can be tricky. Columnist Alison Lohse walks you through the differences between marketing mix modeling, multi-touch attribution, and cross-channel attribution.
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.