What we know about attribution and marketing mix modelling

This article provides marketers with information and guidance about attribution and marketing mix modelling.

Changes in the media landscape have placed new demands on media effectiveness modelling. Both attribution and marketing mix modelling (MMM) have a role to play, and can complement each other to enable fuller understanding. However, over-reliance on attribution – particularly last-touch attribution – can lead to short-term thinking and non-optimal budget allocation. As the ‘death’ of the cookie undermines attribution, there is a shift back to MMM. MMM techniques are adapting to the challenges of a fragmented, digital landscape but also the opportunities for speed and agility that it affords.


Attribution is a process of linking ‘impact’ outcomes such...

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