Lots of analysts (the author of this recap included) once believed that multi-touch attribution was the long-awaited answer to John Wanamaker’s famous question about which half of our ad spend was wasted. Except even before we started losing lots of data, there were some serious problems with MTA that we’d been turning a blind eye to. In this new era of cookie restrictions and data privacy regulations, MTA has become even more problematic.

Enter MMM. Jim Gianoglio, founder of Cauzle Analytics, gave us in introduction to marketing mix modeling (MMM) — another way to look at answering this same eternal marketing question about what channels are and aren’t working. MMM has been around for a long time (it was so popular in the ’90s that it was immortalized in multiple songs), but the methods and practices have matured and it can really be useful for a high-level understanding of performance for many organizations.

Using MMM doesn’t mean you have to stop using MTA either! MTA can still give you information on a more granular level, and then MMM can help with overall strategy.

If you’re looking to learn more about MMM, check out Jim’s mailing list, podcast, and Slack at mmmhub.org.

https://www.slideshare.net/JasonPacker/cbusdaw-october-23-marketing-mix-modeling