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Multi-touch Attribution and Unified Measurement

In: Agile Marketing Performance Management

Author

Listed:
  • Sascha Stürze

    (Analyx GmbH)

  • Markus Hoyer

    (Analyx GmbH)

  • Claudio Righetti

    (Analyx GmbH)

  • Matthias Rasztar

    (Dr. August Oetker Nahrungsmittel KG)

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.

Suggested Citation

  • Sascha Stürze & Markus Hoyer & Claudio Righetti & Matthias Rasztar, 2022. "Multi-touch Attribution and Unified Measurement," Management for Professionals, in: Agile Marketing Performance Management, chapter 7, pages 59-66, Springer.
  • Handle: RePEc:spr:mgmchp:978-3-658-38053-3_7
    DOI: 10.1007/978-3-658-38053-3_7
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