The Path to Purchase

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For me it was, it was always a little bit of concern. No er how fancy and smart we get the augarithms to become, it's our input data that we're really always going to be worried about. And really, the path to purchase was the input data. It was also the path tod not purchase, right? In a well constructed m t a model, you need to look at the non converting media as much as the converting media. But yet, there is awfully aav valgarithms for for multitouch attribution.

Multi-touch attribution, media mix modeling, matched market testing. Are these the three Ms of marketing measurement (Egad! The alliteration continues!)? Seriously. What's with all the Ms here? Has anyone ever used experimentation to build a diminishing return curve for the impact of a media measurement technique based on how far along in the alphabet the letter of that technique is? Is "M" optimal?! Trust us. You will look back on this description after listening to this episode with John Wallace from LiftLab and find it… at least mildly amusing. For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the show page.