How to combine the best of marketing mix and attribution models to optimise effectiveness

This article examines how attribution modelling has emerged as a dynamic alternative to macro marketing mix models and helps marketers move from measuring to managing ROI - but the science is still raw, so the industry will have to integrate the best of both.

How to combine the best of marketing mix and attribution models to optimise effectiveness

Alice Sylvester and Jim SpaethSequent Partners

Marketing Effectiveness

This article is part of a series of articles on marketing effectiveness. Read more.

Attribution modelling has emerged as a more agile, dynamic and granular alternative to the lumbering, macro marketing mix models of the past and moves us on from measuring to managing ROI. But while the science is still raw, the challenge facing the industry is how to integrate the best of both approaches.

As recently as three years ago, most marketers used...

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