The holy grail of marketing measurement – Advances in multi-touch attribution & analytics for measuring marketing ROI
- Why marketing mix models (MMM) are out and multi-touch attribution (MTA) is in
- How MTA enables marketers to gain clarity on how consumers make choices at the individual level
- Leveraging integrated metrics to gain data from a variety of consumer touchpoints and channels.
- Why the time might be now to jump into MTA but how not to make all the mistakes of others
- Discussing success stories, tools and pitfalls of implementing MTA in large and small-medium enterprises