What Is the Current Common Solution to the Advertising Attribution Problem?
First, we need to define the problem. We’re condensing here, but in digital advertising, user data privacy restrictions make it harder than ever to know which of your paid campaigns is moving the needle for your business. The current common solution involves using attribution models, like multi-touch attribution (MTA), which consider multiple touchpoints in a customer journey.
However, multi-touch attribution will never be more accurate than it is today—or, you could say, yesterday. That’s largely due to the increase in data privacy on web consumption platforms. (We go over this more in-depth in our multi-touch attribution guide.) To be clear, the reduction in MTA accuracy is inevitable. Integration of AI and machine learning for more accurate and dynamic attribution is also becoming popular through marketing mix or media mix modeling (MMMs).
Related FAQs
What Is Marketing Mix Modeling (MMM)?
How Does a Marketing Mix Model Work?
What Data Is Required for an MMM?
Why Is Marketing Mix Modeling Important for Marketers?
Can Marketing Mix Modeling Handle Addressable and Non-Addressable Marketing Channels Equally Well?
Is Marketing Mix Modeling Suitable for All Business Types?
What Are the Limitations of Marketing Mix Modeling?
How Often Should a Marketing Mix Model Be Refreshed?
What Is the Difference Between Traditional and a Machine Learning Driven Marketing Mix Model?
Can Marketing Mix Modeling Be Combined With Other Marketing Analytics Techniques?
How Long Does It Take to See Results from Marketing Mix Modeling Implementation?
What Does Multi-Touch Attribution Mean?
What Is Single-Source Attribution vs Multi-Touch Attribution?
What Does MTA Stand for In Advertising?
Multi-Touch Attribution Example
Types of Multi-Touch Attribution
What Is Multi-Touch Attribution (MTA)?
Benefits and Challenges of Multi-Touch Attribution
Multi-Touch Attribution Requirements
How Does Digital Attribution Work?
What Is Attribution In Digital Marketing?
Why Is Marketing Attribution Important?
What Is an Example of Marketing Attribution?
How Is Marketing Attribution Calculated?
How Do Marketers Track Attribution?
What Is the Best Attribution Model?
What Is the Problem with Attribution?
What Are the Disadvantages of Attribution?
What Is Google’s Attribution Model?
