Beyond Multi-Touch: The Resurgence of Marketing Mix Modeling

Multi-touch attribution is a thing of the past! Attribution modeling is being affected by privacy regulations and technology changes. As per Gartner, by 2024, 75% of the global population will have personal data covered under privacy regulations. GDPR, CCPA, ITP and ATT are some of the acronyms impacting marketers in the past couple of years and will continue to play an ever-increasing role in our strategies. But how will companies transition from the multi-touch attribution paradigm of the past decade to a future-proof decisioning strategy aligned with user privacy?

This webinar discussed these key points:

• Learn why Marketing Mix Modeling (MMM) is important to pivot from Multi-touch Attribution (MTA)
• Hear actionable recommendations for conducting MMM on your media and advertising campaigns
• See a demo of MMM in use and see outputs

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