Marketing Attribution

What is media mix modeling (MMM)? Media Mix Modeling (MMM), also known as marketing mix modeling, is a statistical method that measures how channels such as TV, radio, digital, and print contribute to sales and other KPIs. It complements marketing attribution and incrementality testing inside broader reporting and analysis programs,

What is marketing attribution? Marketing attribution assigns credit to the touchpoints that lead to a conversion, such as a purchase, signup, or demo request. It helps teams see which channels and campaigns actually influence outcomes instead of guessing from last-click reports alone. Why Marketing Attribution is Important In a complex