Changes in the media landscape have placed new demands on media effectiveness modelling. Of particular note are the rise of earned and owned media, the proliferation of channels and ‘real-time’ optimisation of spend. New developments in modelling put the consumer at the heart of the analysis.


Attribution is a process of linking ‘impact’ outcomes such as sales, changes in awareness or brand health, to specific media channels used within a campaign. This process is used to isolate and measure the impact of each channel they use and to understand whether the ‘whole’ of a multi-channel strategy is greater than the sum of its parts. Marketing Mix Modelling (MMM) uses the attribution scores to optimise media spend and the mix of channels used in the strategy. This can be real-time or as part of the campaign planning process.

Key insights

1. Multi-touch attribution can increase agency trust and transparency