Evolving Practices in Marketing Attribution and Media Mix Modeling for Data-Driven Decision-Making

Sayee Phaneendhar Pasupuleti

International Journal of Scientific Research in Science and Technology, 2024, vol. 11, issue 5, 792-800

Abstract: As businesses now face a range of challenges, technology integration is a dire necessity. The integration of machine learning, real-time analytics, and granular data ingestion into media mix modeling (MMM) frameworks offers valuable online and offline insights. Also, first-touch, last-touch and other traditional models of attribution are getting replaced with probabilistic and algorithmic ones that are more sophisticated. The purpose of this study is to examine the critical role of evolving practices in marketing attribution and media mix modeling (MMM). It dwells on innovative practices that integrate attribution and MMM. It demonstrates that Shapely value-based attribution, Bayesian hierarchical modeling, and synthetic methods allow for effective evaluation of the trade-offs among model scalability, accuracy, and transparency. The study also contributes to solving the problems of channel saturation, loss of signals, and data privacy regulations. The findings suggest the importance of technology integration, data-driven decision-making and integrative practices that suit marketing analytics and dynamics. Thus, the efficiency of marketing can be achieved at a significant extent through strategic models, data-driven decision-making and other related practices.

Keywords: Evolving practices; Marketing attribution; Media mix modeling; Data-driven; Decision-making (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:etm:ijsrst:v11:y2024:i5:id:1031

DOI: 10.32628/IJSRST251313

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