Multi-touch Attribution and Unified Measurement

Sascha Stürze, Markus Hoyer, Claudio Righetti and Matthias Rasztar ()
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Sascha Stürze: Analyx GmbH
Markus Hoyer: Analyx GmbH
Claudio Righetti: Analyx GmbH
Matthias Rasztar: Dr. August Oetker Nahrungsmittel KG

Chapter 7 in Agile Marketing Performance Management, 2022, pp 59-66 from Springer

Abstract: Abstract In the previous chapters, marketing mix modelling (MMM) was discussed in detail as a tool for optimised budget allocation in marketing. In companies that rely primarily on digital marketing channels (SEA, social media, display ads, etc.), however, multi-touch attribution (MTA)—or synonymously attribution modelling—has been established as the method of choice. In this chapter, we not only want to clarify the terminology and the differences, but also provide decision support and recommendations to get the best of both worlds.

Date: 2022
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DOI: 10.1007/978-3-658-38053-3_7

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