MMM vs Multi-Touch Attribution: When to Use Which (and When to Use Both)
TL;DR MMM is top-down portfolio regression; MTA is bottom-up per-conversion touchpoint credit Pick MMM for brand, offline, and long lift windows; pick MTA for per-ad weekly optimization Above ~$1M annual spend, mature teams run both — MMM quarterly, MTA daily MMM and MTA are not competing tools; they answer different questions. Marketing Mix Modeling (MMM) […]